1976; Weiner et al., 1987), personality variables (Darke & Freedman, 1997a;b), and more recently a cognitive priming approach (DeMarree et al., 2005; Kramer & Block, 2008) research on the underlying mechanism of how luck influences consumer judgment and behavior has been noticeably absent in the extant literature. Moreover, in much of this previous work, luck is manipulated in a way that is very likely to elicit positive affect as well. Thus, it is difficult to articulate whether the observed effects of luck are due to chronic beliefs about luck, temporary changes in how lucky people feel, or because of changes caused by the positive affect that is experienced. Their research showed that priming participants subliminally with luck-related stimuli made them feel luckier and happier. It was also found that the effects of priming luck using subliminal messages increased participants' estimates of the likelihood of favorable events, their participation in lotteries, the amount of money they invested in relatively risky financial options and these effects appeared to be mediated by temporary changes in perceptions of luck rather than by affect).