Illusion of control: Why sports fans prefer 'lucky' products

May 14, 2013

Consumers engage in superstitious behavior when they want to achieve something but don't have the power to make it happen, according to a new study in the Journal of Consumer Research.

"Preference for lucky products (those associated with positive outcomes) increases when a strong desire for control is combined with lower perceived ability to exert control. who make superstitious choices believe they will be effective in helping them achieve the desired outcome," write authors Eric J. Hamerman (Tulane University) and Gita V. Johar (Columbia University).

are well known for their superstitious behavior. A current Bud Light commercial with the tag line of "it's only weird if it doesn't work" shows the odd ways in which NFL fans root for their teams. Robert De Niro's character in Silver Linings Playbook engages in deeply superstitious behavior that will supposedly help the Philadelphia Eagles win.

In one study, right-handed consumers played rock-paper-scissors. Those who won more often using their left (vs. right) hand preferred to continue playing with their left hand. This was more likely to occur among consumers with a stronger desire for control, and those who preferred to play left-handed after associating this hand with victory tended to believe they were more likely to win in the future.

Consumers can become conditioned to associate certain products with success or failure. For example, a sports fan who was drinking a Dr. Pepper while watching his favorite team win a game might later drink Dr. Pepper—even if he would actually prefer a Coke—while watching future games in the hope that he's giving his team an extra edge.

"Conditioned superstitions are formed when consumers associate with success or failure. Depending on how much they wish to control their environment—and their perception of whether they can do so—consumers who make these associations may be more likely to act on them, thereby creating an illusion of control over future outcomes," the authors conclude.

Explore further: Less privileged kids shine at university, according to study

More information: Eric J. Hamerman and Gita V. Johar. "Conditioned Superstition: Desire for Control and Consumer Brand Preferences." Journal of Consumer Research: October 2013.

add to favorites email to friend print save as pdf

Related Stories

Is the iPad Creative? It depends on who's buying it

Mar 05, 2013

Encouraging consumers to feel ownership of products they haven't yet purchased can backfire because consumers tend to see themselves in the products they own, according to a new study in the Journal of Consumer Research.

Value or attention: Why do consumers prefer familiar products?

Dec 11, 2012

Consumers are more likely to purchase a product if they have previously focused their attention on it but are less likely to purchase a product they have previously ignored, according to a new study in the Journal of Consumer Re ...

Recommended for you

Why are UK teenagers skipping school?

Dec 18, 2014

Analysis of the results of a large-scale survey reveals the extent of truancy in English secondary schools and sheds light on the mental health of the country's teens.

Fewer lectures, more group work

Dec 18, 2014

Professor Cees van der Vleuten from Maastricht University is a Visiting Professor at Wits University who believes that learning should be student centred.

User comments : 0

Please sign in to add a comment. Registration is free, and takes less than a minute. Read more

Click here to reset your password.
Sign in to get notified via email when new comments are made.