Take Action

Home | Faculty & Research Overview | Research

Research Details

Expectancy Neglect: Why Superstitious Acts Increase Risk-Seeking in Gains but Risk-Avoidance in Losses, Journal of the Association for Consumer Research

Abstract

Consumers are known to be loss averse—they seek risk when facing losses but avoid risk when anticipating gains. In this research, we posit that engaging in a superstitious act can reverse these effects by invoking fatalistic notions (e.g., “it is meant to be”) and reducing deliberation. Reduced deliberation is known to increase the use of extreme values as reference points and to lower the consideration of outcome expectancy. Consequently, consumers consider the best possible gain (worst possible loss) rather than expected gain (loss) and become more risk seeking (risk averse) in gains (losses). Four experiments involving real behavioral measures provide support for our proposition. We thus offer a new perspective on how engaging in superstitious behaviors reduces deliberation and affects risky choice.

Type

Article

Author(s)

Ping Dong, Aparna Labroo

Date Published

2018

Citations

Dong, Ping, and Aparna Labroo. 2018. Expectancy Neglect: Why Superstitious Acts Increase Risk-Seeking in Gains but Risk-Avoidance in Losses. Journal of the Association for Consumer Research. 3(4): 527-539.

KELLOGG INSIGHT

Explore leading research and ideas

Find articles, podcast episodes, and videos that spark ideas in lifelong learners, and inspire those looking to advance in their careers.
learn more

COURSE CATALOG

Review Courses & Schedules

Access information about specific courses and their schedules by viewing the interactive course scheduler tool.
LEARN MORE

DEGREE PROGRAMS

Discover the path to your goals

Whether you choose our Full-Time, Part-Time or Executive MBA program, you’ll enjoy the same unparalleled education, exceptional faculty and distinctive culture.
learn more

Take Action