Loss of Control and Preference for ‘Lucky’ Products: When a Can of Soda Becomes a Symbol of Victory

Magdalena Gąsiorowska; Aleksandra Prusek

doi:10.54539/sm.146

Published : 2026-08-31

Vol. 21 No. 1 (2026)

Loss of Control and Preference for ‘Lucky’ Products: When a Can of Soda Becomes a Symbol of Victory

Magdalena Gąsiorowska

https://orcid.org/0000-0003-3798-9265

Aleksandra Prusek

https://orcid.org/0009-0000-8111-8534

DOI: https://doi.org/10.54539/sm.146

Abstract

This study examined whether the belief that purchasing a product can bring good luck depends on one’s current sense of control. Building on evidence that repeated product-related successes can foster the belief that a product influences outcomes, we experimentally strengthened or weakened participants’ sense of control and then asked them to evaluate a scenario in which a protagonist purchased a ‘lucky’ product. The dependent variables were perceived product efficacy, attitude towards the product, purchase intention, and maximum willingness to pay. A reduced sense of control significantly increased belief in the efficacy of ‘lucky’ products. The results are discussed within the framework of compensatory control theory.

Keywords:

illusion of control, compensatory control theory, compensatory mechanisms, sense of control, lucky products

Details

References

Statistics

Authors

Download files

pdf

Citation rules

Gąsiorowska, M., & Prusek, A. (2026). Loss of Control and Preference for ‘Lucky’ Products: When a Can of Soda Becomes a Symbol of Victory. Masovian Studies, 21(1), 229–243. https://doi.org/10.54539/sm.146

Altmetric indicators

Cited By

Cited by / Share

Licence

This work is licensed under a Creative Commons Attribution 4.0 International License.

References

Adorno T.W., Frenkel-Brunswik E., Levinson D.J., Sanford R.N., The authoritarian personality, Harper, New York 1950.

Bandura A., Self-efficacy: Toward a unifying theory of behavioral change, ‘Psychological Review’ 1977, no 84(2), pp. 191–215, https://doi.org/10.1037/0033-295X.84.2.191. DOI: https://doi.org/10.1037/0033-295X.84.2.191

Bruner J.S., Goodman C.C., Value and need as organizing factors in perception, ‘Journal of Abnormal and Social Psychology’, 1947, no 42(1), pp. 33–44, https://doi.org/10.1037/h0058484. DOI: https://doi.org/10.1037/h0058484

Cutright K.M., The beauty of boundaries: When and why we seek structure in consumption, ‘Journal of Consumer Research’ 2012, no 38(5), pp. 775–790, https://doi.org/10.1086/661563. DOI: https://doi.org/10.1086/661563

Czapiński J., Psychologia pozytywna: Nauka o szczęściu, zdrowiu, sile i cnotach człowieka, Wydawnictwo Naukowe PWN, Warszawa 2012.

Endler N.S., Parker J.D.A., Multidimensional assessment of coping: A critical evaluation, ‘Journal of Personality and Social Psychology’ 1990, no 58(5), pp. 844–854, https://doi.org/10.1037/0022-3514.58.5.844. DOI: https://doi.org/10.1037/0022-3514.58.5.844

Escalas J.E., Moore M.C., Britton J.E., Fishing for feelings: A hook helps!, ‘Journal of Consumer Psychology’ 2004, no 14(1–2), pp. 105–113, https://doi.org/10.1207/s15327663jcp1401&2_12. DOI: https://doi.org/10.1207/s15327663jcp1401&2_12

Freud S., The future of an illusion, in: The standard edition of the complete psychological works of Sigmund Freud, (red.) J. Strachey, vol. 2, pp. 5–58, Hogarth Press, London 1961.

Friesen J.P., Eibach R.P., Kay, A.C. Galinsky A.D., Seeking structure in social organization: Compensatory control and the psychological advantages of hierarchy, ‘Journal of Personality and Social Psychology’ 2014, no 106(4), pp. 590–609, https://doi.org/10.1037/a0035620. DOI: https://doi.org/10.1037/a0035620

Gąsiorowska M., Grochowska A., Lack of cognitive control and conceptual coherence of print advertisements: Illusory pattern perception, in: Challenges in an age of (dis)engagement, Faculty of Economics, Ljubljana 2016, pp. 191–197.

Hamerman E.J., Johar G.V., Conditioned superstition: Desire for control and consumer brand preferences, ‘Journal of Consumer Research’ 2013, no 40(3), pp. 428–443, https://doi.org/10.1086/670761. DOI: https://doi.org/10.1086/670762

Hecker K., Sędek G., Unsolvable problems as a source of learned helplessness: Sequential effects, ‘European Journal of Social Psychology’ 1993, no 29(1), pp. 1–11.

Jones E.E., Nisbett R.E., The actor and the observer: Divergent perceptions of the causes of behavior, General Learning Press, New York 1971.

Kay A.C., Gaucher,D., Napier J.L., Callan M.J., Laurin K., God and the government: Testing a compensatory control mechanism for the support of external systems, ‘Journal of Personality and Social Psychology’ 2008, no 95(1), pp. 18–35, https://doi.org/10.1037/0022-3514.95.1.18. DOI: https://doi.org/10.1037/0022-3514.95.1.18

Kobasa S.C., Stressful life events, personality, and health: An inquiry into hardiness, ‘Journal of Personality and Social Psychology’ 1979, no 37(1), pp. 1–11, https://doi.org/10.1037/0022-3514.37.1.1. DOI: https://doi.org/10.1037/0022-3514.37.1.1

Korchin S.J., Modern clinical psychology: Principles of intervention in the clinic and community, Basic Books, New York 1976.

Landau M.J., Kay A.C., Whitson J.A., Compensatory control and the appeal of a structured world, ‘Psychological Bulletin’ 2015, no 141(3), pp. 694–722, https://doi.org/10.1037/a0038703. DOI: https://doi.org/10.1037/a0038703

Langer E.J., The illusion of control, ‘Journal of Personality and Social Psychology’ 1975, no 32(2), pp. 311–328, https://doi.org/10.1037/0022-3514.32.2.311. DOI: https://doi.org/10.1037/0022-3514.32.2.311

Levine R., Chein I., Murphy G., The relation of the intensity of a need to the amount of perceptual distortion: A preliminary report, ‘Journal of Psychology: Interdisciplinary and Applied’ 1942, no 13(2), pp. 283–293, https://doi.org/10.1080/00223980.1942.9917096. DOI: https://doi.org/10.1080/00223980.1942.9917096

Peluso A.M., Bonezzi A., De Angelis M., Rucker D.D., Compensatory word of mouth: Advice as a device to restore control, ‘International Journal of Research in Marketing’ 2017, no 34(2), pp. 499–515, https://doi.org/10.1016/j.ijresmar.2016.06.005. DOI: https://doi.org/10.1016/j.ijresmar.2016.10.003

Quan P., Feng C., Yang Q., Lacking control: Situation valence, effects of perceived control, and illusory pattern perception, ‘Social Behavior and Personality: An International Journal’ 2011, no 39(10), pp. 20111413–1416, https://doi.org/10.2224/sbp.2011.39.10.1413. DOI: https://doi.org/10.2224/sbp.2011.39.10.1413

Rothschild Z.K., Landau M.J., Sullivan D., Keefer L.A., A dual-motive model of scapegoating: Displacing blame to reduce guilt or increase control, ‘Journal of Personality and Social Psychology’ 2012, no 102(6), pp. 1148–1163, https://doi.org/10.1037/a0027413. DOI: https://doi.org/10.1037/a0027413

Seligman M.E.P., Science as an ally of practice, ‘American Psychologist’ 1996, no 51(10), pp. 1072–1079, https://doi.org/10.1037/0003-066X.51.10.1072. DOI: https://doi.org/10.1037//0003-066X.51.10.1072

Sullivan D., Landau M.J., Rothschild Z.K., An existential function of enemyship: Evidence that people attribute influence to personal and political enemies to compensate for threats to control, ‘Journal of Personality and Social Psychology’ 2010, no 98(3), pp. 434–449, https://doi.org/10.1037/a0017457. DOI: https://doi.org/10.1037/a0017457

Taylor S.E., Adjustment to threatening events: A theory of cognitive adaptation, ‘American Psychologist’ 1983, no 38(11), pp. 1161–1173, https://doi.org/10.1037/0003-066X.38.11.1161. DOI: https://doi.org/10.1037/0003-066X.38.11.1161

Thompson S.C., Intervening to enhance perceptions of control, in: Handbook of social and clinical psychology, red. C.R. Snyder, D.R. Forsyth, Pergamon Press, New York 1991, pp. 607–623.

Wegner D.M., The illusion of conscious will, MA: MIT Press, Cambridge 2002. DOI: https://doi.org/10.7551/mitpress/3650.001.0001

Wegner D.M., Wheatley T., Apparent mental causation: Sources of the experience of will, ‘American Psychologist’ 1999, no 54(7), pp. 480–492, https://doi.org/10.1037/0003-066X.54.7.480. DOI: https://doi.org/10.1037/0003-066X.54.7.480

Whitson J.A., Galinsky A.D., Lacking control increases illusory pattern perception, ‘Science’ 2008, no 322(5898), pp. 115–117, https://doi.org/10.1126/science.1159845. DOI: https://doi.org/10.1126/science.1159845

White R.W., Motivation reconsidered: The concept of competence, ‘Psychological Review’ 1959, no 66(5), pp. 297–333, https://doi.org/10.1037/h0040934. DOI: https://doi.org/10.1037/h0040934