Finding the self in chance events

This research shows that consumers who encounter products through low chance events rather than predictable events develop greater liking for those products. A series of six studies demonstrate that consumers search for meaning when these unexpected events occur, leading to stronger self–product connection and more positive product evaluations. Consistent with our conceptualization, this effect is moderated by factors that influence perceptions of meaning and self–product connection. Specifically, the effect is attenuated when consumers encounter products that have strong inherent meaning (self-consistent product), and when they believe that meaning is not important or that life's random events do not need to make sense. This study is the first to reveal the hidden factors that lead people to associate products encountered in low chance events with the self. The current work provides potentially valuable insights as to how situational factors can alter self–product connection, and consequently influence consumers' experiences when they encounter products.

Kim A. (2020) Finding the self in chance events. International Journal of Research in Marketing.