The Impact of Thinking Style on Sympathetic Magical Thinking

We investigate the moderating role of consumers’ intuitive thinking style on manifestations of sympathetic magic. We find in a series of studies that beliefs in essence transfer onto products may result in greater willingness-to-pay for consumers with high (vs. low) levels of intuitive processing. Further results show for the first time that achievement is a property capable of being transferred through magical thinking, demonstrating that high (vs. low) intuitive processors perform better on analytic reasoning problems, but only if they believe that their intelligence is malleable. Implications are related to the psychology of superstition and consumer behavior in secondary markets.



Citation:

Thomas Kramer and Lauren Block (2009) ,"The Impact of Thinking Style on Sympathetic Magical Thinking", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 31-35.

Authors

Thomas Kramer, Baruch College, USA
Lauren Block, Baruch College, USA



Volume

NA - Advances in Consumer Research Volume 36 | 2009



Share Proceeding

Featured papers

See More

Featured

H7. Too Risky to Be Luxurious: Stigmatized Luxury Product Attributes Can Weaken or Increase Social Risk to Determine Conspicuous Consumption

Jerry Lewis Grimes, Grenoble Ecole de Management
Yan Meng, Grenoble Ecole de Management

Read More

Featured

Communicate Healthiness Through Indirect Measures: The Effect of Food in Motion Figure on the Perceived Healthiness of Food

Moty Amar, Ono Academic College (OAC)
Yaniv Gvili, Ono Academic College (OAC)
Aner Tal, Ono Academic College (OAC)

Read More

Featured

O11. Have Less, Compromise Less: How the perception of resource scarcity influences compromise decisions

Kate Kooi, University of Miami, USA
Caglar Irmak, University of Miami, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.