“…Given consumer superstitiousness as a typical case of irrational behavior, the present research attempts to systematically examine the impact of scarcity on a specific case of consumer superstitiousness, that is, preferences for lucky products. In this paper, we refer to product or product-related elements with positive superstitious associations as lucky products (Kramer & Block, 2008), and they are not limited to lucky symbols (e.g., lucky charms; Wang, Oppewal, & Thomas, 2017) but can include any product with attributes eliciting positive superstitious beliefs (e.g., products with lucky numbers).…”