Getting Lucky: When Loyalty Status Makes You Feel Lucky

Rebecca Naylor, Ohio State University, USA
Kelly Haws, Texas A&M University, USA
Christopher Summers, Ohio State University, USA
Might loyalty status spillover into expectations about outcomes that should not be affected by membership (i.e. random events)? We suggest that loyalty fosters a sense of deservingness that transfers to randomly determined outcomes and propose that loyalty can lead consumers to feel lucky.
[ to cite ]:
Rebecca Naylor, Kelly Haws, and Christopher Summers (2012) ,"Getting Lucky: When Loyalty Status Makes You Feel Lucky", in NA - Advances in Consumer Research Volume 40, eds. Zeynep G├╝rhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 1119-1119.