When Engaging in Luck-Rituals Reduces Risky Choice

Ping Dong, University of Toronto, Canada
Aparna A. Labroo, Northwestern University, USA
We find engaging in a luck ritual can reduce or increase risky choice, depending on whether potential losses or gains are highlighted. In loss choice-domains, consumers who engage in luck-rituals infer luck is not on their side and this inference reduces risky choice. The effect reverses in gain choice-domains.
[ to cite ]:
Ping Dong and Aparna A. Labroo (2015) ,"When Engaging in Luck-Rituals Reduces Risky Choice", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 34-39.