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.



Citation:

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.

Authors

Jesse Walker, Cornell University, USA
Thomas Gilovich, Cornell University, USA



Volume

NA - Advances in Consumer Research Volume 46 | 2018



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