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Understanding People’s Fear of Tempting Fate

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  • Jane L. Risen
  • Thomas Gilovich

Abstract

One of the most pervasive and powerful superstitions is the belief that it is bad luck to “tempt fate.” We explore what people mean by tempting fate, both by reviewing the existing literature and by reporting the results of a cluster analysis of the different themes related to tempting fate highlighted in newspaper articles on the subject. We then examine the psychological processes that are responsible for the belief that to tempt fate in these ways is to increase the likelihood of bad events. Finally, we discuss some of the marketing implications of the widespread belief, or at least the widespread gut feeling, that to tempt fate is to invite misfortune.

Suggested Citation

  • Jane L. Risen & Thomas Gilovich, 2018. "Understanding People’s Fear of Tempting Fate," Journal of the Association for Consumer Research, University of Chicago Press, vol. 3(4), pages 599-611.
    • Handle: RePEc:ucp:jacres:doi:10.1086/698868
    DOI: 10.1086/698868
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