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dc.contributor.authorLaporte, Sandra
dc.contributor.authorBriers, Barbara
dc.date.accessioned2018-04-16T13:20:22Z
dc.date.available2018-04-16T13:20:22Z
dc.date.issued2019
dc.identifier.issn0093-5301
dc.identifier.doi10.1093/jcr/ucy041
dc.identifier.urihttp://hdl.handle.net/20.500.12127/5952
dc.description.abstractThis research demonstrates a new effect of consumer similarity in a chance context. Six studies show how similarity with previous winners can positively or negatively affect potential participants’ perceived likelihood of winning the subsequent independent sweepstakes draw. Attributions of winning outcomes to a personal cause or randomness change potential participants’ expectations regarding the sequence of more or less similar winners. When personal attribution is prevalent, exposure to more (vs. less) similar winners causes potential participants to feel they are more likely to win and, as a consequence, judge the sweepstakes as more attractive. This positive effect of similarity is mediated by the expectation of more repetitions of similar winners consistent with the belief that luck can be transferred among similar people. When randomness is presented as the salient cause for winning, though, people’s subjective conception of randomness leads them to expect more alternations in the sequence of more and less similar winners, thus prompting a reversal of the similarity effect. That is, they feel less likely to win when the sweepstakes features a more compared to a less similar winner.
dc.language.isoen
dc.publisherJournal of Consumer Research Inc.
dc.subjectSimilarity
dc.subjectPerceived Likelihood of Winning
dc.subjectSweepstakes
dc.subjectHot Hand Fallacy
dc.subjectGambler’s Fallacy
dc.subjectSympathetic Magic
dc.titleSimilarity as a double-edged sword: The positive and negative effects of showcasing similar previous winners on perceived likelihood of winning in sweepstakes
dc.identifier.journalJournal of Consumer Research
dc.source.volume45
dc.source.issue6
dc.source.beginpage1331
dc.source.endpage1349
dc.identifier.eissn1537-5277
vlerick.knowledgedomainMarketing & Sales
vlerick.typearticleFT ranked journal article  
vlerick.vlerickdepartmentMKT
dc.identifier.vperid192584


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