品牌常在产品设计、生产和消费场景中创造独特的品牌仪式，来提高产品销量，因此，探讨如何增强消费者的仪式消费意愿，具有重要的营销意义。当前忙碌符号被企业广泛应用于仪式消费营销，但忙碌感知能否促使消费者额外花费时间和金钱进行非实用性的仪式消费呢？目前少有研究探讨。本研究探究了消费者主观忙碌感对仪式消费的影响，4个实验的结果表明，主观忙碌感会提高个体的仪式消费偏好。其原因在于，主观忙碌感会强化个体的活力寻求动机，进而激励其通过仪式消费获取活力。此外，上述效应受开端时间标志的调节，主观忙碌感对个体仪式消费偏好的积极影响在开端时间标志启动（vs. 无时间标志启动）时会减弱。本研究既有助于拓宽仪式消费的前因研究，完善忙碌感的影响机制与后效作用，又能为企业将忙碌元素融入品牌仪式设计与实施等实践工作提供启发。

Brands frequently develop unique ritualistic elements in product creation and consumption scenarios to boost sales performance. Investigating how to enhance consumers’ ritualistic consumption thus holds crucial marketing implications. While businesses extensively utilize busyness symbols in ritual-based marketing campaigns, an essential question remains unanswered: Can perceived busyness motivate consumers to allocate additional time to non-utilitarian ritualistic consumption? This study systematically examines the impact of consumers’ subjective busyness on ritualistic consumption preferences. Through four experiments, we empirically demonstrate that heightened subjective busyness significantly elevates individuals’ preference for ritualistic consumption. Mechanistically, this effect arises because subjective busyness enhances consumers’ motivation for subjective vitality, which consequently promotes ritualistic consumption. In addition, the above effects are moderated by the beginning temporal landmark, with the positive impact of subjective busyness on ritualistic consumption preference being weaker when primed with beginning landmarks compared with control conditions. This study not only helps to broaden the antecedent research on ritualistic consumption, expands the theoretical mechanism of subjective busyness, but also provides managerial implications for the application of busyness elements and the implementation of brand ritual practices.