Feeling of Luck Drives Preference For High-Effort Products and Activities

The current research examines the effect of incidental feeling of luck on consumers’ preference for high-effort products and activities. We find that feeling of luck increases consumers’ action tendency, which in turn leads consumers to prefer high-effort products and activities over low-effort ones.



Citation:

Feifei Huang, Meng Zhang, and Yuwei Jiang (2016) ,"Feeling of Luck Drives Preference For High-Effort Products and Activities", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 736-736.

Authors

Feifei Huang, Chinese University of Hong Kong, China
Meng Zhang, Chinese University of Hong Kong, China
Yuwei Jiang, Hong Kong Polytechnic University, China



Volume

NA - Advances in Consumer Research Volume 44 | 2016



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