O2. the Streaking Star Effect: Why People Want Individual Winning Streaks to Continue More Than Group Streaks
In seven studies, participants exhibited a greater desire for streaks of individual success to continue than identical streaks of success by groups. Fairness, or concern about the other competitors, and the experience of awe inspired by an individual streak mediate this effect. This phenomenon has downstream consequences for consumer behavior.
Jesse Walker and Thomas Gilovich (2018) ,"O2. the Streaking Star Effect: Why People Want Individual Winning Streaks to Continue More Than Group Streaks", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 932-932.
Jesse Walker, Cornell University, USA
Thomas Gilovich, Cornell University, USA
NA - Advances in Consumer Research Volume 46 | 2018
The Power of the Past: Consumer Nostalgia as a Coping Resource
Dovile Barauskaite, ISM University of Management and Economics
Justina Gineikiene, ISM University of Management and Economics
Bob Fennis, University of Groningen, The Netherlands
Taking a Leaf out of my Review: The Asymmetrical Link between Linguistic Similarity and Attitude Certainty for Writers and Readers of Product Reviews
Ann Kronrod, University of Massachusetts, USA
Yakov Bart, Northeastern University, USA
Millionaires on Instagram: Millennials’ Display of Experiential Luxury and Personal Branding Strategies on Visual Social Media
Marina Leban, ESCP Europe, France
Benjamin G. Voyer, ESCP Europe, France