The Secondary Contamination Effect of Luck

Chun-Ming Yang, Ming Chuan University, Taiwan
Edward Ku, National Kaohsiung University of Hospitality and Tourism, Taiwan
This research introduces the secondary contamination effect of luck. Four experiments demonstrate that by either actually or virtually contacting with a source with different luck characteristics, an originally neutral vehicle will be transformed into a contaminated vehicle, and a recipient’s responses will be in turn affected by touching it.
[ to cite ]:
Chun-Ming Yang and Edward Ku (2012) ,"The Secondary Contamination Effect of Luck", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 602-603.