Superstitious Baseball Fans Will Change Candy Bars If It Means A Team Win

Does buying a Snickers bar instead of a Milky Way improve a baseball team's chance to win?  You can't prove it doesn't - and for that reason the most superstitious baseball fans have little brand loyalty beyond their baseball team. A paper in the Journal of Consumer Research 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. Routines are simultaneously that important and completely malleable, they say. read more

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