Navigation Links
Why superstition-rich baseball playoff fans aren't loyal to a brand
Date:7/22/2013

NEW YORK - Wear your lucky Yankees jersey. Hold your breath. Expect nothing less than a World Series win. Certain routines are routine for millions of baseball playoff fans desperate to meet victory. In fact, a new study in the Journal of Consumer Research says fans are so deep in their traditions, they will drop brand loyalty-if it means a win.

The study, written by Gita V. Johar of Columbia Business School and Eric J. Hamerman of Tulane University shows a sports fan will easily switch to a different product if the fan believes the new brand will bring about good luck or eliminate bad luck.

"If someone buys a Snickers bar and subsequently begins to see their team improve, they might attribute that performance to their purchase decision," Johar said.

During one of the experiments in the study, participants were given Snickers just prior to watching their college compete in a simulated quiz bowl game. Their team started off poorly, but as the score improved, researchers distributed Snickers during simulated refreshment breaks. When the experiment ended with the game still in progress the researchers offered subjects a Kit Kat or Snickers.

"You would expect most people to choose Kit Kat since they've already had so many Snickers. But about half the time, people chose Snickers."

The series of experiments show that consumers tend to build associations between their use of a product and the desired performance outcome. Assuming the product will impact the outcome, fans will sacrifice brand loyalty.

The study also shows people know there is no rational support for the superstition; nonetheless, this knowledge won't alter their intended action. In fact, people believe that their superstitious behaviorchoosing a less-preferred brand that is associated with a desired outcome for exampleworks! The experiments show that people predict that their desired outcome is more likely to occur after they use the product previo
'/>"/>

Contact: Evan Nowell
egn2109@columbia.edu
212-851-9147
Columbia Business School
Source:Eurekalert

Page: 1 2

Related medicine news :

1. Baseball players enjoy successful long-term results after elbow surgery
2. Range of motion may be a predictor for elbow injuries in Major League Baseball pitchers
3. Baseball Umpire Becomes First to Lose Job Over Drugs
4. Why Are There So Many Youth Baseball-Throwing Injuries?
5. US Sports Camps Announces NIKE Baseball Camps to Host Two New Camp Locations in Florida
6. Fatigue Affects Baseball Players Strike-Zone Judgment: Study
7. Baseball Lunch at BMA Affordable Assisted Living Community to Feature Joliet Slammers Mascot
8. NIKE Baseball Camps is Pleased to Announce Five New California Summer Camp Locations Directed by Gregg Jefferies
9. Shoulder injuries in baseball pitchers could be prevented with 3-D motion detection system
10. Expert Pitches Safety Tips for Young Baseball Players
11. ParentMagic Inc Now Offering Complete Packages on 123magic.com for up to 30% Savings
Post Your Comments:
*Name:
*Comment:
*Email:
(Date:7/28/2014)... 28, 2014 (HealthDay News) -- British researchers report that ... fewer germs around. In their experiments, the scientists ... germs from one person to the other than what ... more casual exchange might suffice as a cultural substitute ... are published in the August issue of the ...
(Date:7/28/2014)... Steven Reinberg HealthDay ... People who have dementia and heart rhythm irregularities are more ... research has found. In fact, the study of more ... to 80 percent more likely to get a pacemaker than ... from this study is why folks with dementia are so ...
(Date:7/28/2014)... Washington, DC (PRWEB) July 28, 2014 ... recipe app for iOS, App is available on iTunes for ... first of its kind, Audio Chef allows you to listen ... gourmet cuisine the easy way: simply get out the ingredients ... no need to measure or prepare ingredients ahead of time, ...
(Date:7/28/2014)... The Oakwood Foundation celebrated a major ... and Associates, PC that will benefit each community we ... , The HBWS group is among the Foundation’s ... million in donations. Through their latest gift, they will ... Women’s Healthcare Classic for the next 6 years; provide ...
(Date:7/28/2014)... expecting somethinglike the meal you,ve ordered at a ... rhythms sweep through your brain. , These ... a symphony of cellsboth excitatory and inhibitoryplaying together ... been debated, gamma waves have been associated with ... have been tied to schizophrenia, Alzheimer,s disease, autism, ...
Breaking Medicine News(10 mins):Health News:'Fist Bump' May Beat Handshake for Cleanliness 2Health News:'Fist Bump' May Beat Handshake for Cleanliness 3Health News:Pacemakers Common for Those With Dementia and Irregular Heartbeats 2Health News:Pacemakers Common for Those With Dementia and Irregular Heartbeats 3Health News:Audio Chef Co. Releases Audio Cooking App for iPhone/iPad/iPod touch 2Health News:Audio Chef Co. Releases Audio Cooking App for iPhone/iPad/iPod touch 3Health News:Audio Chef Co. Releases Audio Cooking App for iPhone/iPad/iPod touch 4Health News:Memory relies on astrocytes, the brain's lesser known cells 2Health News:Memory relies on astrocytes, the brain's lesser known cells 3
... helped develop the FAST system to identify a stroke are now ... Having developed the FAST acronym face, arms, speech and ... and NHS team are now trying out an app to help ... out which course of treatment is most suitable for them. ...
... discovered the molecular pathway by which maternally inherited deafness ... cascade, resulting in programmed cell death. The study is ... Mitochondria are cellular structures that function as "cellular ... supply of energy. They contain DNA inherited from one,s ...
... Fever control using external cooling in sedated patients with ... early mortality, according to a new study from researchers ... fever control in patients with severe sepsis remains a ... PhD, of the Henri Mondor Hospital in Crteil, France. ...
... 16 (HealthDay News) -- Most men who have surgery for ... surround their prostate gland are not removed, according to a ... age and the number of his nerves that are spared ... surgery. The study followed 408 men who underwent a ...
... group of medical students at Western University will help ... students about their roles in interdisciplinary health teams. ... began developing the board game as part of a ... reproduced for use in healthcare faculties at universities across ...
... THURSDAY, Feb. 16 (HealthDay News) -- Average medical costs for ... $1,700 higher in the first year after stroke than for ... analyzed the medical records of 3,200 Medicare patients in South ... brain) stroke in 2004. They found that 12 percent of ...
Cached Medicine News:Health News:Dash to help - new app to improve stroke treatment 2Health News:Dash to help - new app to improve stroke treatment 3Health News:How mitochondrial DNA defects cause inherited deafness 2Health News:Fever control using external cooling reduces early mortality in septic shock patients 2Health News: Nerve-Sparing Prostate Surgery Helps Men Retain Sexual Function 2Health News:Post-Stroke Speech Problems Inflate Cost of Treatment 2
(Date:7/28/2014)... Conn. , July 28, 2014  UBM Medica ... a leading online community for medical imaging professionals, explored ... in value-based payment models . The shift ... identifying how the radiologist,s reimbursement is determined in ... features insight from leaders in the field, who recognized ...
(Date:7/28/2014)... -- Research and Markets  has announced the addition of ... to their offering. http://photos.prnewswire.com/prnh/20130307/600769 ... inflammation and pain in the human body,s joints such as ... inflammation of the tissues that surround the joints and in ... begin slowly, usually just mild pain around the joints coupled ...
(Date:7/28/2014)... 28, 2014  Houston dentist , Dr. ... orthodontic treatment with Invisalign. With access to this ... their teeth straightened without feeling self-conscious in the ... with other types of braces, but patients who ... addition to better support for their oral health ...
Breaking Medicine Technology:Diagnostic Imaging Delves into Measuring the Radiologist's Value 2Global Rheumatoid Arthritis Drugs Market 2014-2018 2Houston Cosmetic Dentist, Dr. Behzad Nazari, Now Offers Orthodontic Treatment with Invisalign 2
... Simple, cost-effective microfiltration for your transfusion ... also brings you an easy and ... of microfiltration for a variety of ... postoperative applications, autologous or homologous transfusions, ...
This high technology cast plaster cutter saw is very easy and comfortable to use....
... Designed to reduce noise to a minimum ... and less hearing trauma for the clinician. ... high power in a smaller, lighter package. ... saw's balance and ergonomics for more user ...
The True/Fix Cannulated Bone Screw System contains 7.0mm large cannulated bone screws and 3.5mm cortical and 4.0mm cannulated cancellous bone screws....
Medicine Products: