A new study published in the Journal of the Association for Consumer Research posits that increased accessibility to anthropomorphized luck (i.e., “lady luck”) can lead consumers to be more likely to pursue higher-risk financial behavior. In “Lady Luck: Anthropomorphized Luck Creates Perceptions of Risk-Sharing and Drives Pursuit of Risky Alternatives,” authors Katina Kulow, Thomas Kramer, and Kara Read more about Lady Luck: Anthropomorphized Luck Creates Perceptions of Risk-Sharing and Drives Pursuit of Risky Alternatives[…]