When Engaging in Luck-Rituals Reduces Risky Choice

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.


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 , Carolyn Yoon, and , Duluth, MN : Association for Consumer Research, Pages: 34-39.


Ping Dong, University of Toronto, Canada
Aparna A. Labroo, Northwestern University, USA


NA - Advances in Consumer Research Volume 43 | 2015

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