The Lucky Financial Advisor: How Luck Perceptions Influence Consumers' Investment Decisions

We show that financial advisors' luck in areas unrelated to investment influences consumers: they invest more when learning that the advisor is lucky. The effect is prominent for consumers who believe in good luck, and arises regardless of advisor's expertise: consumers place as much stock in luck as in competence.



Citation:

Peter Darke , Jennifer Argo, and Monica Popa (2013) ,"The Lucky Financial Advisor: How Luck Perceptions Influence Consumers' Investment Decisions", in E - European Advances in Consumer Research Volume 10, eds. Gert Cornelissen, Elena Reutskaja, and Ana Valenzuela, Duluth, MN : Association for Consumer Research, Pages: 340-340.

Authors

Peter Darke , York University, Canada
Jennifer Argo, University of Alberta, Canada
Monica Popa, University of Saskatchewan, Canada



Volume

E - European Advances in Consumer Research Volume 10 | 2013



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