Conditioned Superstition : Desire for Control and Consumer Brand Preferences

@inproceedings{Hamerman2013ConditionedS,
  title={Conditioned Superstition : Desire for Control and Consumer Brand Preferences},
  author={Eric J Hamerman and Gita Venkataramani Johar},
  year={2013}
}
There are many opportunities in everyday life to associate consumer products with success or failure. For example, when a basketball fan drinks a particular brand of soda while watching her favorite team win a game, she may perceive that this consumption facilitated the victory. Subsequently, the fan may continue to purchase and consume this same item… CONTINUE READING