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.


Peter Darke , Jennifer Argo, and Monica Popa (2013) ,"The Lucky Financial Advisor: How Luck Perceptions Influence Consumers' Investment Decisions", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.


Peter Darke , The Schulich School of Business, York University, Canada
Jennifer Argo, University of Alberta, Canada
Monica Popa, Edwards School of Business, University of Saskatchewan, Canada


NA - Advances in Consumer Research Volume 41 | 2013

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