Culture and Cognition: the Case of Irrational Beliefs About Luck
Culture and cognition: The case of irrational beliefs about luck
Session chair: Rashmi Adaval,
Discussion leader: Robert S. Wyer, Hong Kong University of Science and Technology
1. The effects of luck and self esteem: Cultural differences in risky decision making
Donnel A. Briley,
Previous literature has found that lucky experiences have a paradoxical effect on expectations of future performance. These results are quite similar to findings in the self-esteem literature concerning ego-threat. The present study investigates whether cultures with different control orientations (American vs. Chinese) differ in their sensitivity to luck and self-esteem using a risky decision task. Three different studies show that cultures with an internal locus of control engage in more risky decision-making when self-esteem is enhanced. On the other hand, cultures with an external locus of control make more risky choices when they believe that they are personally lucky.
2. Priming lucky numbers: Effects on attributions and performance
3. Retrospective evaluations: Will chance versus luck oriented individuals select different moments of an experience?
Previous research has shown that retrospective evaluations of purely painful or purely pleasant experiences are based on a few select moments of an experience. Specifically, the most intensely painful or pleasurable moments and the last moments of the experience are heavily weighted in memory. We investigate how and when the peak win, the peak loss, and the last moments of a gambling experience are used to estimate remembered utility (or liking) and remembered disutility (or disliking) in a mixed experience. The results show that the moments selected for the retrospective evaluation depend on whether the person is luck-oriented or chance-oriented.
Session Chair: Rashmi Adaval and Discussion Leader: Robert Wyer (2006) ,"Culture and Cognition: the Case of Irrational Beliefs About Luck", in NA - Advances in Consumer Research Volume 33, eds. Connie Pechmann and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 623-628.
Session Chair: Rashmi Adaval, Hong Kong University of Science and Technology, Department of Marketing
Discussion Leader: Robert Wyer, Hong Kong University of Science and Technology, Department of Marketing
NA - Advances in Consumer Research Volume 33 | 2006
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