Scarab Beetles Among the Sheep and Goats: Some Choices Are Just Meant to Be Made

Thomas Kramer, University of South Carolina, USA
Caglar Irmak, University of Georgia, USA
Cristobal Barra, University of South Carolina, USA
Adding to literatures on irrational beliefs and meaningful coincidences, we introduce synchronicity to consumer research and develop consumers’ belief in signs as a moderator. Importantly, we show congruence between synchronous events is unnecessary for events to become meaningful signs for consumers motivated to construct meaning out of the synchronous events.
[ to cite ]:
Thomas Kramer, Caglar Irmak, and Cristobal Barra (2013) ,"Scarab Beetles Among the Sheep and Goats: Some Choices Are Just Meant to Be Made", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.