The Effect of Lucky Feeling on Preference For Effort-Related Products and Activities

The present research examines how incidental feeling of luck influences consumers’ preference for effort-related products and activities. Five experiments provide converging evidence that the feeling of luck leads consumers to prefer high-effort products and activities over those involving less effort. This effect is mediated by consumers’ tendency to take action.



Citation:

Feifei Huang, Meng Zhang, and Yuwei Jiang (2017) ,"The Effect of Lucky Feeling on Preference For Effort-Related Products and Activities", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 671-672.

Authors

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



Volume

NA - Advances in Consumer Research Volume 45 | 2017



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