THE STREAKING STAR EFFECT: WHY PEOPLE WANT RUNS OF DOMINANCE BY INDIVIDUALS TO CONTINUE MORE THAN IDENTICAL RUNS BY GROUPS
Much research has been devoted to understanding people’s intuitions about whether success (or failure) is likely to run in streaks. However, no work has addressed the conditions under which people desire to see a run of dominance continue. The data presented here suggest that people desire to see runs of dominance by individuals continue more than identical runs of dominance by groups, a bias we refer to as the Streaking Star Effect. This effect occurs because individual dominance inspires greater feelings of awe than group dominance and because people show greater concern for the other competitors when a group is dominating than when an individual is dominating. The reach of the Streaking Star Effect extends to multiple domains of life. Consumers are willing to pay more for sports artifacts and tickets to sporting events that are associated with individual dominance than group dominance. More broadly, people are less tolerant of economic inequality when considering a group, rather than an individual, whose resources have greatly exceeded those of others. In addition to establishing a condition under which people desire to see dominance continue, this research provides an initial understanding of how individual and group dominance may have varying impacts on economic behavior and reactions to economic inequality.
Streaks; Marketing; Behavioral sciences; Social psychology; Awe; Identifiability; Judgment and decision making
Gilovich, Thomas Dashiff
Pizarro, David A.; Cutting, James Eric; Krosch, Amy R.
Doctor of Philosophy
dissertation or thesis