19H It Must Be Luck! the Impact of Superstitious Events on Memory

This research investigates the impact of superstitious agents during an experience on memory for that experience. We argue that the perceived influence of superstitious agents, such as luck, during an experience can increase understanding of the experience itself, weakening memories and decreasing evaluations of the experience and any associated brands.


Kara Bentley, Priyali Rajagopal, and Katina Kulow (2019) ,"19H It Must Be Luck! the Impact of Superstitious Events on Memory", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 959-959.


Kara Bentley, Chapman University, USA
Priyali Rajagopal, University of North Texas, USA
Katina Kulow, University of Louisville, USA


NA - Advances in Consumer Research Volume 47 | 2019

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