Today Is Just Not My Day: Bad Luck's Effect on Goal Pursuit

Six experiments demonstrate the incidental effects of luck on global goal pursuit, showing that bad luck paralyzes goal pursuit and it is due to bad luck impairs consumers’ global self-efficacy and determines their effort allocation subsequently. This work offers insight into how a ubiquitous variable could temporary shutdown goal pursuit.


Cony M Ho, Daniel M Grossman, Anthony Salerno, and Joshua J. Clarkson (2019) ,"Today Is Just Not My Day: Bad Luck's Effect on Goal Pursuit", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 625-626.


Cony M Ho, University of Cincinnati, USA
Daniel M Grossman, University of Cincinnati, USA
Anthony Salerno, University of Cincinnati, USA
Joshua J. Clarkson, University of Cincinnati, USA


NA - Advances in Consumer Research Volume 47 | 2019

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