Interview: Michael Norton, Harvard Business School professor and author of The Ritual Effect, on how brands turn ordinary consumption into rituals that build emotional connection

Harvard professor Michael Norton, author of The Ritual Effect, joins MichaelAaron and Richard to explore why identical actions feel meaningful to one person and trivial to another. They cover how Oreo, Stella Artois, and Guinness turn consumption into ritual, and what marketers should watch for when customers improvise their own rituals.