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:8/30/2014)... 30 August 2014: Transvenous lead extraction (TLE) is clinically ... data from the European Lead Extraction ConTRolled (ELECTRa) registry ... 2014 by Dr Maria Grazia Bongiorni, chair of the ... of cardiac implantable electronic devices (CIED) implant procedures has ... number of complications has increased and leads are often ...
(Date:8/30/2014)... August 30, 2014 Top10BestSEOHosting.com is ... researchers have announced that HostGator.com http://secure.hostgator.com/~affiliat/cgi-bin/affiliates/clickthru.cgi?id=seohosts ... current market. Also, they has announced that Bluehost ... , Hostgator, one of the Top 10 ... of cheap Windows hosting, and it offers rich ...
(Date:8/30/2014)... 30, 2014 LiveStreamingFitness.com, a company dedicated to ... healthy lifestyle resources, is proud to announce it has been ... at home fitness solutions by ABC’s Good Morning America. ... on ABC’s Good Morning America, “Live Streaming Fitness is the ... your day by streamlining your workout…to boot camp at Life ...
(Date:8/30/2014)... (PRWEB) August 30, 2014 McLeod's Sunset ... service auto repair shop with strong ties to the community ... is happy to announce they have been chosen by ... pick for auto repair. , Tim McLeod’s father, Norris ... Service sixty years ago. Although his son, Tim runs the ...
(Date:8/30/2014)... FL (PRWEB) August 30, 2014 Zensah®, the ... Camo Compression Leg Sleeve . The camo sleeves are ... Leg Sleeve collection. The camo line includes classic colors ... and magenta. , Known as tibial stress syndrome, shin ... of the lower leg. Swollen and irritated muscles, stress fractures, ...
Breaking Medicine News(10 mins):Health News:Transvenous lead extraction clinically successful in 98 percent of cases 2Health News:Transvenous lead extraction clinically successful in 98 percent of cases 3Health News:Top10BestSEOHosting.com: HostGator.com Is The Best Windows Hosting Supplier 2Health News:LiveStreamingFitness.com is New Trend In Fitness 2Health News:McLeod's Sunset Park Auto Service Celebrates 60 Years Honored with Best of South Tampa 2Health News:Camo Compression Leg Sleeves Provide Shin Splint Relief for Runners 2
... Education Office of the European Association of Urology is ... & Progress, to be held during the 24th Annual ... Education & Progress presents notable technological innovations in urological ... the diagnosis and therapy of diseases by using miniaturised ...
... a conversation this country desperately needs about how to reduce ... setting a goal of universal coverage and initiating a public ... right approach. His inclusive brand of leadership makes the ... us to heed the call and to pursue comprehensive reform ...
... 9.3 at United States and Canadian Academy of ... part of the Elekta Group and leading provider ... today announced the introduction of PowerPath version 9.3, ... be demonstrated at USCAP conference in Boston, March ...
... they think they,re better able to play sports, be ... -- Compared to glasses, contact lenses improve how children ... and their acceptance among friends, a study of 484 ... effect of spectacle wear on self-perception and the perception ...
... Inc. (NYSE: MED ) announced today that it ... for the period ended December 31, 2008 on Thursday, March ... Company will hold a conference call and web cast to ... a.m. ET.Interested parties can access the call by dialing (877) ...
... Medifast, Inc. (NYSE: MED ), a ... announced the appointment of John P. Daniels and Sr. ... With the addition of Mr. Daniels and Sr. ... of fourteen members, ten of which are classified as ...
Cached Medicine News:Health News:Education and progress at the 24th Annual EAU Congress in Stockholm 2Health News:Impac Software Introduces PowerPath(R) Version 9.3 AT USCAP 2Health News:Impac Software Introduces PowerPath(R) Version 9.3 AT USCAP 3Health News:Contact Lenses Boost Kids' Self-Image 2Health News:Medifast, Inc. to Announce Fourth Quarter and Fiscal Year 2008 Financial Results on Thursday, March 12, 2009 2Health News:Medifast, Inc. Announces Appointment of Two Additional Independent Board Members 2Health News:Medifast, Inc. Announces Appointment of Two Additional Independent Board Members 3Health News:Medifast, Inc. Announces Appointment of Two Additional Independent Board Members 4
(Date:8/29/2014)... , August 29, 2014 ... Oil Market by Extraction type (SFE, Cold Pressed, ... Personal Care, Pharmaceutical, Food Supplements, Fragrance, & Others) - ... MarketsandMarkets, defines and segments the Amaranth Seed Oil ... market size in terms of value. The Amaranth ...
(Date:8/29/2014)... --  Vittamed Corporation , a neurodiagnostics medical device company based ... T. (Teo) Forcht Dagi , MD, DmedSc, MPH, MBA, FACS, ... " Teo Forcht Dagi is an experienced ... venture capital," said Remis Bistras , President and CEO ... strategic, and entrepreneurial expertise to our Board." Dr. ...
(Date:8/29/2014)... 29, 2014 /PRNewswire-iReach/ -- ChemImage will present a workshop ... New Zealand Forensic Science Society,s 22 nd ... Adelaide, Australia .  Forensic Scientists will ... that hyperspectral imaging can bring to examination procedures. ... Director of Product Development at ChemImage, will host ...
Breaking Medicine Technology:Amaranth Seed Oil Market worth $700.6 Million by 2019 2Amaranth Seed Oil Market worth $700.6 Million by 2019 3Amaranth Seed Oil Market worth $700.6 Million by 2019 4Vittamed Adds Prominent Neurosurgeon and Venture Capitalist T. Forcht Dagi to Board of Directors 2ChemImage to Discuss Hyperspectral Imaging for Forensic Investigation at the ANZFSS 22nd International Symposium on the Forensic Sciences 2ChemImage to Discuss Hyperspectral Imaging for Forensic Investigation at the ANZFSS 22nd International Symposium on the Forensic Sciences 3
... 16, 2011  Kensey Nash Corporation (NASDAQ: KNSY ) ... to enter into non-binding mediation in an attempt to resolve ... Angio-Seal vascular closure device, as well as other related claims. ... are currently to be paid, and should since 2007 have ...
...  Pharmasset, Inc. (Nasdaq: VRUS ) announced today ... QUANTUM Phase 2b trial of the guanine nucleotide analog ... containing PSI-938. There are 235 individuals with hepatitis C ... with PSI-938 alone or in combination with PSI-7977 or ...
Cached Medicine Technology:Kensey Nash to Enter Into Mediation with St. Jude Medical over Angio-Seal Contract Disputes 2Kensey Nash to Enter Into Mediation with St. Jude Medical over Angio-Seal Contract Disputes 3Kensey Nash to Enter Into Mediation with St. Jude Medical over Angio-Seal Contract Disputes 4Pharmasset Announces Intent to Amend QUANTUM Trial 2Pharmasset Announces Intent to Amend QUANTUM Trial 3
... TheraSeed® Pd-103 implant is a combination of ... visibility that makes TheraSeed® treatment an ideal ... be confident that every TheraSeed® implant order ... which is required by clinicians who must ...
... designed to help you achieve one important ... procedure. All needles are engineered for exceptional ... for smooth entry and exit. A broad ... an ideal match with procedural needs and ...
... a combination of innovative design, consistently reliable ... I-125 implant an ideal choice for your ... every BrachySource I-125 implant order is backed ... required by clinicians who must meet the ...
... drainage from the ureteropelvic junction to the ... segment with no sideports prevents postoperative narrowing ... of the ureteral wall to the stent. ... one-time use. CAUTION: Periodic evaluation is advised; ...
Medicine Products: