James, Yannik St.; Handelman, Jay M.; Taylor, Shirley F. - In: Journal of Consumer Research 38 (2011) 4, pp. 632-632
Magical thinking is often regarded as a cognitive distortion, whereby consumers irrationally invoke mystical, supernatural forces to cope with stressful situations. Adopting a culture-based theoretical lens, this article examines magical thinking as an integral element of contemporary consumer...