This study shows that people are likely to consider themselves special after experiencing lucky events, which increases the motivation for self-enhancement, consequently prompting them to deviate from majority-endorsed options and express a need for uniqueness. Prior luck-related research has primarily explored the effects of perceived luck on superstition or the illusion of control. The present study explored whether incidental luck affects consumers' motivation to conform or stand out, specifically people's tendency to diverge from others by choosing minority-endorsed options. The results from three experiments supported the proposed hypotheses in this study. Experiment 1 revealed that a lucky event arouses people's need for uniqueness. Experiment 2 demonstrated that when people experience a lucky event and perceive that luck favors them after making a downward comparison, they consider themselves special and prefer minority-endorsed options. Experiment 3 revealed that self-enhancement is a mediator in the effect of lucky events on the need for uniqueness-seeking behavior. The findings of this research not only provide additional insight into the behavioral consequences of lucky events but also extend the understanding of uniqueness-seeking behavior.
Keywords: Lucky events; consumer behavior; downward comparison; motivation; need for uniqueness; perception; self-enhancement.