Magical thinking, usually dismissed as naive and irrational, can actually help consumers cope with stressful situations like trying to lose weight, according to a new study in the Journal of Consumer Research. "Magical thinking occurs when an individual invokes mystical, supernatural forces to understand, predict, or even influence events to overcome these stressful situations," write authors Yannik St. James (HEC Montreal), Jay M. Handelman, and Shirley F. Taylor (both Queen's University, Kingston, Canada)...
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