Companies often use luck, which is thought to be a psychological force, as a marketing tool to perform marketing activities. This paper designed three experiments to verify the effects of luck perception on variety-seeking. Experiment 1 found that luck perception allows consumers to have more variety-seeking. Experiment 2 examined the mediating role of novelty-seeking motivation and found that luck perception improves the novelty-seeking motivation and makes consumers prefer variety-seeking. Experiment 3 examined the moderating role of need for cognitive closure. For consumers who have low need for cognitive closure, whether prime luck perception or not, their variety-seeking are not significantly different, while for consumers with high need for cognitive closure who are after luck perception primed, they have more variety-seeking. This study provides theoretical support for understanding luck scientifically and enlightens and guides companies to expand product lines, present new brands, and implement precision marketing.
Copyright: © 2025 Zhao, Li. This is an open access article distributed under the terms of the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original author and source are credited.