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
Format Neglect?: How Different Rank Claim Formats Influence Preference
Julio Sevilla, University of Georgia, USA
Mathew S. Isaac, Seattle University
Rajesh Bagchi, Virginia Tech, USA
Pretty Healthy Food: How Prettiness Amplifies Perceived Healthiness
Linda Hagen, University of Southern California, USA
Morality Matters in the Marketplace: The Influence of Morally Based Attitudes on Consumer Purchase Intentions
Andrew Luttrell, Ball State University
Jacob Teeny, Ohio State University, USA
Richard Petty, Ohio State University, USA