Zhao Jianbin, Li Zheng
School of Economics and Management, East China University of Technology, Jiangxi, P.R. China.
College of Economy and Trade, Guangdong-Hong Kong-Macao Greater Bay Area Agricultural Product Circulation Research Center, ZhongKai University of Agriculture and Engineering, Guangzhou, Guangdong, P.R. China.
PLoS One. 2025 Jun 11;20(6):e0324896. doi: 10.1371/journal.pone.0324896. eCollection 2025.
Companies often use luck, which is thought to be a psychological force, as a marketing tool to perform marketing activities. This paper designed three experiments to verify the effects of luck perception on variety-seeking. Experiment 1 found that luck perception allows consumers to have more variety-seeking. Experiment 2 examined the mediating role of novelty-seeking motivation and found that luck perception improves the novelty-seeking motivation and makes consumers prefer variety-seeking. Experiment 3 examined the moderating role of need for cognitive closure. For consumers who have low need for cognitive closure, whether prime luck perception or not, their variety-seeking are not significantly different, while for consumers with high need for cognitive closure who are after luck perception primed, they have more variety-seeking. This study provides theoretical support for understanding luck scientifically and enlightens and guides companies to expand product lines, present new brands, and implement precision marketing.
企业常常将被认为是一种心理力量的运气用作营销工具来开展营销活动。本文设计了三个实验来验证运气感知对寻求多样化的影响。实验1发现，运气感知会让消费者有更多的寻求多样化行为。实验2考察了寻求新奇动机的中介作用，发现运气感知会提升寻求新奇动机，并使消费者更倾向于寻求多样化。实验3考察了认知闭合需求的调节作用。对于认知闭合需求较低的消费者，无论是否启动运气感知，他们的寻求多样化行为并无显著差异；而对于认知闭合需求较高且启动了运气感知的消费者，他们有更多的寻求多样化行为。本研究为科学理解运气提供了理论支持，并启发和指导企业拓展产品线、推出新品牌以及实施精准营销。
