Featured Research

from universities, journals, and other organizations

Why reading your horoscope on diet days might be a bad idea

Date:
December 10, 2013
Source:
Journal of Consumer Research, Inc.
Summary:
Most major newspapers publish daily horoscopes, and for good reason — even when we deny being superstitious, human nature drives us to believe in our own fate. According to a new study published, consumers who believe their fate can change are more likely to exhibit impulsive or indulgent behavior after reading a negative horoscope.

Most major newspapers publish daily horoscopes, and for good reason -- even when we deny being superstitious, human nature drives us to believe in our own fate. According to a new study published in the Journal of Consumer Research, consumers who believe their fate can change are more likely to exhibit impulsive or indulgent behavior after reading a negative horoscope.

"Given the prevalence of horoscopes in Western cultures, we looked at the influence one's horoscope might have on the decisions that person makes," write authors Hyeongmin (Christian) Kim (Johns Hopkins University), Katina Kulow, and Thomas Kramer (both University of South Carolina).

In one study, participants were presented with an unfavorable horoscope and then asked to choose between either an indulgence (going to a party) or a virtuous alternate (cleaning their home). The results showed that for people who believe they could change their fate, an unfavorable horoscope increased the likelihood of that person going to the party.

Interestingly, the researchers observed that the act of counter-arguing the unfavorable horoscope required mental resources and left the fate-changers unable to resist temptation. Participants who believed in a fixed fate did not exert any mental energy on the subject, and were consequently able to stay focused on the day ahead.

"Conventional wisdom might suggest that for people who believe they can change their fate, an unfavorable horoscope should result in an attempt to improve their fate," the authors conclude. "Our results showed that reading an unfavorable horoscope actually has the opposite effect on a person."

The authors' findings may be of particular interest to brands selling indulgent products like chocolates, ice cream, or cake. Advertising in close proximity to the horoscope section and using slogans like "Life is what you make of it!" may be a good strategy for reaching consumers who believe their fate can be altered.


Story Source:

The above story is based on materials provided by Journal of Consumer Research, Inc.. Note: Materials may be edited for content and length.


Journal Reference:

  1. Hyeongmin (Christian) Kim, Katina Kulow, and Thomas Kramer. The Interactive Effect of Beliefs in Malleable Fate and Fateful Predictions on Choice. Journal of Consumer Research, April 2014

Cite This Page:

Journal of Consumer Research, Inc.. "Why reading your horoscope on diet days might be a bad idea." ScienceDaily. ScienceDaily, 10 December 2013. <www.sciencedaily.com/releases/2013/12/131210113409.htm>.
Journal of Consumer Research, Inc.. (2013, December 10). Why reading your horoscope on diet days might be a bad idea. ScienceDaily. Retrieved August 20, 2014 from www.sciencedaily.com/releases/2013/12/131210113409.htm
Journal of Consumer Research, Inc.. "Why reading your horoscope on diet days might be a bad idea." ScienceDaily. www.sciencedaily.com/releases/2013/12/131210113409.htm (accessed August 20, 2014).

Share This




More Mind & Brain News

Wednesday, August 20, 2014

Featured Research

from universities, journals, and other organizations


Featured Videos

from AP, Reuters, AFP, and other news services

Researcher Testing on-Field Concussion Scanners

Researcher Testing on-Field Concussion Scanners

AP (Aug. 19, 2014) Four Texas high school football programs are trying out an experimental system designed to diagnose concussions on the field. The technology is in response to growing concern over head trauma in America's most watched sport. (Aug. 19) Video provided by AP
Powered by NewsLook.com
Kids' Drawings At Age 4 Linked To Intelligence At Age 14

Kids' Drawings At Age 4 Linked To Intelligence At Age 14

Newsy (Aug. 19, 2014) A study by King's College London says there's a link between how well kids draw at age 4 and how intelligent they are later in life. Video provided by Newsy
Powered by NewsLook.com
Mental, Neurological Disabilities Up 21% Among Kids

Mental, Neurological Disabilities Up 21% Among Kids

Newsy (Aug. 18, 2014) New numbers show a decade's worth of changes in the number of kids with disabilities. They suggest mental disabilities are up; physical ones are down. Video provided by Newsy
Powered by NewsLook.com
Fake Weed Wreaks Havoc In New Hampshire

Fake Weed Wreaks Havoc In New Hampshire

Newsy (Aug. 17, 2014) New Hampshire's governor declared a state of emergency after more than 40 overdoses of synthetic marijuana in one week throughout the state. Video provided by Newsy
Powered by NewsLook.com

Search ScienceDaily

Number of stories in archives: 140,361

Find with keyword(s):
Enter a keyword or phrase to search ScienceDaily for related topics and research stories.

Save/Print:
Share:

Breaking News:
from the past week

In Other News

... from NewsDaily.com

Science News

Health News

Environment News

Technology News



Save/Print:
Share:

Free Subscriptions


Get the latest science news with ScienceDaily's free email newsletters, updated daily and weekly. Or view hourly updated newsfeeds in your RSS reader:

Get Social & Mobile


Keep up to date with the latest news from ScienceDaily via social networks and mobile apps:

Have Feedback?


Tell us what you think of ScienceDaily -- we welcome both positive and negative comments. Have any problems using the site? Questions?
Mobile: iPhone Android Web
Follow: Facebook Twitter Google+
Subscribe: RSS Feeds Email Newsletters
Latest Headlines Health & Medicine Mind & Brain Space & Time Matter & Energy Computers & Math Plants & Animals Earth & Climate Fossils & Ruins