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Katina Kulow, assistant professor of marketing in the UofL College of Business, found that when consumers attributed human qualities to luck, they more often preferred higher-risk alternatives when making financial decisions. Photo by Anna Shvets from Pexels

Empowering our Communities

When consumers believe humanized ‘Lady Luck’ shares the risk, UofL research...

Betty Coffman - July 28, 2021

When people believe that a humanized “Lady Luck” shares risk with them, they may be more likely to make risky financial decisions, according to...