Purchasing luck: The impact of scarcity cues on superstitious behavior

Abstract

Abstract Resource scarcity is prevalent in consumers' everyday lives. In contrast to the prior research suggesting that resource scarcity rationalizes consumers' decision‐making, this research examines when and why resource scarcity enhances consumers' superstitiousness, as represented by their preferences for lucky products. Six studies demonstrate that resource scarcity arouses consumers' desire for control, which, in turn, drives consumers to pursue lucky products. The paper concludes with a discussion of the theoretical and empirical implications of the results.

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