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From good fortune to unique finds: How luck shapes consumer desire for unique products
Journal of Brand Strategy,
13
(3),
241-253
(2024)
Abstract
This paper analyses the effect of lucky events on the desire for unique products. Lucky events, characterised by chance, can elicit positive sentiments and feelings of uniqueness compared to others, which, in turn, may create a preference for more unique products. Three online experiments were conducted with varying manipulations of luck and behavioural intention targets. Mediation models and the moderated mediation model were tested using Hayes’ (2013) bootstrap procedure. As predicted, the findings reveal a step by step process in which a lucky event triggers a desire for uniqueness, enhances perceptions of the uniqueness of an offering and yields more favourable purchase intentions. The process was robust to different sources of luck and different unique purchase targets. The research on which this paper is based complements existing studies on the antecedents of lucky events. Although prior research has mostly focused on what causes people to feel lucky, this paper adds to the nascent body of research on the consequences of feeling lucky, particularly in a consumer context. The studies conducted yield a number of managerial implications.
Keywords: luck; consumer need for uniqueness (CNFU); desire for unique products; promotions; communications
The full article is available to subscribers to the journal.
Author's Biography
Ryall Carroll has been with St. John’s University since the fall of 2008, after completing PhD in marketing at Baruch College, City University of New York. His research focuses on consumer behaviour, including psycholinguistics, sociolinguistics and behavioural decision theory. Dr Carroll’s work has been published in top academic journals, including the Journal of Advertising, Marketing Letters, as well in books such as Psycholinguistic Phenomena in Marketing Communications. Dr Carroll has presented his research at prominent academic conferences, including The Association for Consumer Research and Society for Consumer Psychology. He has taught marketing at the graduate, undergraduate and executive levels across four continents — the USA, Europe, Asia and Africa. In addition, Dr Carroll has been recognised by the college with the Outstanding Service Award (2014–15), the Teaching Excellence Award (2012–13) and the Best Practice-Based Research Publication Award (2011–12) and (2018–19).
Fabienne Cadet holds a PhD in marketing from Hampton University. Currently, Dr Cadet is an Associate Professor of Marketing at the H. Wayne Huizenga College of Business and Entrepreneurship at Nova Southeastern University, Fort Lauderdale, FL, USA. Her research is motivated by her interests in consumer behaviour, services marketing and branding. Dr Cadet’s research has been published in top journals, such as the Journal of Business Research and the Thunderbird International Business Review. She was also awarded the Best Practitioner Award Finalist at the 26th Annual Frontiers in Service Conference. Prior to her role as a full-time professor, she was both an adjunct professor and industry professional, holding various roles such as senior marketing manager and senior market analyst.
Luke Kachersky is an Associate Professor of Marketing at the Gabelli School of Business at Fordham University in New York. He holds a PhD. His research focuses on consumer behaviour, including consumer well-being and the role of self-concept in response to brand names. In addition to his research and teaching responsibilities, Dr Kachersky is the Research Director of the Center for Positive Marketing and the Coordinator of the Gabelli School’s undergraduate thesis programmes.
