The Secondary Contamination Effect of Luck

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.


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.


Chun-Ming Yang, Ming Chuan University, Taiwan
Edward Ku, National Kaohsiung University of Hospitality and Tourism, Taiwan


NA - Advances in Consumer Research Volume 40 | 2012

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