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The Interactive Effect of Beliefs in Malleable Fate and Fateful Predictions on Choice

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  • Hyeongmin (Christian) Kim
  • Katina Kulow
  • Thomas Kramer

Abstract

Despite the ubiquity of fateful predictions in consumers' lives, little is known about how these forecasts impact subsequent choice. This research concerns fate as an inevitable outcome and posits that consumers who believe in fate have an implicit theory about the nature of fate, such that some consider that their fate is preordained and outside of individual influence, whereas others believe that their fate is malleable and can be changed. Two studies demonstrate that the choice share of an indulgent (vs. virtuous) option increases only among consumers who believe that their fate is malleable when an unfavorable day ahead is predicted for them. This result appears consistent with an argument that they intentionally choose an indulgent option as a deliberate strategy to compensate for an unfavorable day ahead. However, analysis of verbal protocols points to an incidental nature of indulgent choice among those who believe in malleable fate. The research also discusses boundary conditions and casts doubt on an alternative explanation based on reactance.

Suggested Citation

  • Hyeongmin (Christian) Kim & Katina Kulow & Thomas Kramer, 2014. "The Interactive Effect of Beliefs in Malleable Fate and Fateful Predictions on Choice," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 40(6), pages 1139-1148.
    • Handle: RePEc:oup:jconrs:doi:10.1086/674196
    DOI: 10.1086/674196
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    Cited by:

    1. Junjun Cheng & Yimin Huang & Bo Chen, 2024. "Are We Becoming More Ethical Consumers During the Global Pandemic? The Moderating Role of Negotiable Fate Across Cultures," Journal of Business Ethics, Springer, vol. 191(4), pages 757-776, May.
    2. Sunyee Yoon & Hyeongmin Christian Kim & Vicki MorwitzEditor & Simona BottiAssociate Editor, 2018. "Feeling Economically Stuck: The Effect of Perceived Economic Mobility and Socioeconomic Status on Variety Seeking," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 44(5), pages 1141-1156.
    3. Wesley C. H. Wu & Sylvia Xiaohua Chen & Jacky C. K. Ng, 2020. "Does Believing in Fate Facilitate Active or Avoidant Coping? The Effects of Fate Control on Coping Strategies and Mental Well-Being," IJERPH, MDPI, vol. 17(17), pages 1-20, September.
    4. Kim, Aekyoung & Briley, Donnel, 2020. "Finding the self in chance events," International Journal of Research in Marketing, Elsevier, vol. 37(4), pages 853-867.
    5. Ozge Yucel-Aybat & Thomas Kramer, 2017. "Comparative advertisements and schadenfreude: when and why others’ unfortunate choices make us happy," Marketing Letters, Springer, vol. 28(4), pages 579-589, December.
    6. Xie, Yi (Fionna) & Mandel, Naomi & Gardner, Meryl P., 2021. "Not all dieters are the same: Development of the Diet Balancing Scale," Journal of Business Research, Elsevier, vol. 133(C), pages 143-157.

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