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Vol.20, No.2, 23 ~ 33, 2017
Title
The Interaction Effect of Luck Experience and Hand Washing on Variety Seeking Behavior
 
Abstract
Although previous studies have emphasized factors affecting people`s variety-seeking behavior, research has not been performed to examine the interaction effect of good-bad luck and embodied cognition (hand washing) on variety-seeking behavior. Experience of good and bad luck affects consumer information processing and hand washing is known to reverse the experience of luck. Understanding the interaction effect of good/bad luck and hand washing on variety seeking behavior will shed important light on consumer behavior including choice and product purchase. To do this, a study was performed to investigate the effects of good/bad luck priming and hand washing on variety seeking behavior. Participants were primed with good or bad luck and then were asked to either wash their hands or not. After that, they were led to choose yogurt for the next seven days and the dependent measure was the number of different tastes of yogurt participants picked up. An interaction effect of luck priming and hand washing was found. Results indicate that, in good luck condition, there was no difference in variety seeking behavior between hand washing participants and non-hand washing participants. However, in bad luck condition, hand washing participants chose less diverse tastes of yogurt than non-hand washing participants. Implications of the study findings for the field of consumer psychology and marketing are discussed.
Key Words
Good and Bad Luck, Embodied Cognition, Hand Washing, Variety Seeking Behavior, 행운 · 불운, 체화된 인지, 손 씻기, 다양성 추구 행동
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