Feeling Lucky While Feeling Good: the Relative Impacts of Superstitious Beliefs and Affect on Consumer Judgment and Choice

Meredith David, University of South Carolina, USA
Thomas Kramer, University of South Carolina, USA
We examine the moderating role of superstitious beliefs on the established relationship between affect and preferences for a hedonic versus utilitarian product. Two studies show that luck primes are more important than affect in influencing preferences, and luck primes are less influential among consumers who have a high chronic belief-in-good-luck.
[ to cite ]:
Meredith David and Thomas Kramer (2012) ,"Feeling Lucky While Feeling Good: the Relative Impacts of Superstitious Beliefs and Affect on Consumer Judgment and Choice", 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.