A ten-year scientific study into the nature of luck has revealed that, to a large extent, people make their own good and bad fortune. The results also show that it ispossible to enhance the amount of luck that people encounter in their lives.
a friend. Just by chance, Bandura and his friend
found themselves playing behind two attractive female golfers, and soon joined them as a foursome.
After the game, Bandura arranged to meet up with
one of the women again, and eventually ended up
marrying her. A chance meeting on a golf course
altered his entire life.

Barnett Helzberg Jr. is a lucky man. By 1994 hehad built up a chain of highly successful jewelry
stores with an annual revenue of around $300 million. One day he was walking past the Plaza Hotelin New York when he heard a woman call out, “Mr.
Buffett” to the man next to him. Helzberg wondered whether the man might be Warren Buffett –one of the most successful investors in America.
Helzberg had never met Buffett, but had read about
the financial criteria that Buffett used when buying
a company. Helzberg had recently turned sixty, wasthinking of selling his company, and realized that
his might be the type of company that would interest Buffett. Helzberg seized the opportunity,
walked over to the stranger and introduced himself.
The man did indeed turn out to be Warren Buffett,and the chance meeting proved highly fortuitous
because about a year later Buffett agreed to buy
Helzberg’s chain of stores. And all because Helzberg just happened to be walking by as a woman
called out Buffett’s name on a street corner in New
York.

In short, lucky events exert a dramatic influence
over our lives. Luck has the power to transform theimprobable into the possible, to make the difference
between life and death, reward and ruin, happinessand despair.

THE POWER OF SUPERSTITION
People have searched for an effective way of improving the good fortune in their lives for many
centuries. Lucky charms, amulets, and talismans
have been found in virtually all civilizations
throughout recorded history. Touching (“knockingon”) wood dates back to pagan rituals that were designed to elicit the help of benign and powerful tree
gods. The number thirteen is seen as unlucky because there were thirteen people at Christ's last supper. When a ladder is propped up against a wall it
forms a natural triangle which used to be seen as
symbolic of the Holy Trinity. To walk under theladder would break the Trinity and therefore bringill fortune.

Helzberg’s story illustrates the effect of luck inbusiness, but good fortune also plays a vital role in
all aspects of our lives. Stanford psychologist Alfred Bandura has discussed the impact of chanceencounters and luck on people’s personal lives.
Bandura noted both the importance and prevalenceof such encounters, writing that “some of the mostimportant determinants of life paths often arise
through the most trivial of circumstances.” He supports his case with several telling examples, one ofwhich was drawn from his life. As a graduate student, Bandura became bored with a reading assignment and so decided to visit the local golf links with

Many of these beliefs and behaviors are still withus. In 1996, the Gallup Organization asked 1,000
Americans whether they were superstitious. Fifty
three percent of people said that they were at least alittle superstitious, and 25 percent admitted to being
somewhat or very superstitious. Another survey
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revealed that 72 percent of the public said that they
possessed at least one good luck charm. Superstitious beliefs and behaviors have been passed downfrom generation to generation. Our parents told us
about them and we will pass them on to our children. But why do they persist? I believe that theanswer lies in the power of luck. Throughout history, people have recognized that good and bad luck
can transform lives. A few seconds of ill fortune
can lay waste years of striving, and moments ofgood luck can save an enormous amount of hard
work. Superstition represents people’s attempts tocontrol and enhance this most elusive of factors.
And the enduring nature of these superstitions be-

A few years ago I decided to put the power of lucky
charms to the test by empirically evaluating the actual effect that they have on people’s luck, lives,and happiness. I asked a group of volunteers tocomplete various standardized questionnaires measuring their levels of life satisfaction, happiness, andluck. Next, they were asked to carry a lucky charmwith them and to monitor the effect that it had on
their lives. The charms had been purchased from a
New Age center and promised to enhance good fortune, wealth, and happiness. After a few weeks
everyone in the group was asked to indicate the effect that the charms had had on their lives. Overall,there was absolutely no effect in terms of how satisfied they were with their lives, how
happy they were, or how lucky they felt.
a few participants thoughtSuperstition comes from a time when people Interestingly,that they had been especially unlucky,
thought that luck was a strange force thatand seemed somewhat relieved that they
could only be controlled by magical rituals could now return the charms.

and bizarre behaviors.

liefs and behaviors reflects the extent of people’s
desire to find ways of increasing their good luck. In
short, superstitions were created, and have survived,
because they promise that most elusive of holygrails – a way of enhancing good fortune.

THE LUCK PROJECTSuperstition doesn’t work because it is based on
outdated and incorrect thinking. It comes from atime when people thought that luck was a strange
force that could only be controlled by magical rituals and bizarre behaviors.

TESTING SUPERSTITION

Ten years ago I decided to take a more scientificinvestigation into the concept of luck. I decided
that the best method was to examine why some people are consistently lucky whilst others encounter
little but ill fortune. In short, why some people
seem to live charmed lives full of lucky breaks andchance encounters, while others experience one disaster after another.

There is just one problem. Superstition doesn’twork. Several researchers have also tested the validity of these age-old beliefs and found them wanting. My favorite experiment into the topic was arather strange study conducted by high school student (and member of the New York Skeptics) Mark
Levin. In some countries, a black cat crossing yourpath is seen as lucky, in other countries it is seen as
unlucky. Levin wanted to discover whether people’s luck really changed when a black cat crossed
their path. To find out, he asked two people to try
their luck at a simple coin tossing game. Next, ablack cat was encouraged to walk across their path,and the participants then played the coin tossing
game a second time. As a “control” condition,
Levin also repeated the experiment using a white,rather than a black, cat. After much coin tossing
and cat crossing, Levin concluded that neither theblack or white cat had any effect on participants’
luck. Also, skeptics have regularly staged events inwhich they have broken well-known superstitions,such as walking under ladders and smashing mirrors – all have survived the ordeals intact.

I placed advertisements in national newspapers andmagazines, asking for people who considered themselves exceptionally lucky or unlucky to contact me.
Over the years, 400 extraordinary men and women
have volunteered to participate in my research; theyoungest eighteen, a student, the oldest eighty-four,
a retired accountant. They were drawn from allwalks of life – businessmen, factory workers, teachers, housewives, doctors, secretaries, and salespeople. All were kind enough to let me put their lives
and minds under the microscope.

2 of 5Jessica, a forty-two-year-old forensic scientist, is
CHANCE OPPORTUNITIES
typical of lucky people in the group. She is curTake the case of chance opportunities. Lucky peorently in a long-term relationship with a man who
ple consistently encounter such opportunities
she met completely by chance at a dinner party. In
whereas unlucky people do not. I carried out a very
fact, good fortune has helped her achieve many ofsimple experiment to discover whether this was due
her lifelong ambitions. As she once explained toto differences in their ability to spot such opportunime, “I have my dream job, two wonderful children,
ties. I gave both lucky and unlucky people a newsand a great guy that I love very much. It’s amazing,
paper, and asked them to look through it and tell me
when I look back at my life I realize that I have
how many photographs were inside. On average,
been lucky in just about every area.” In contrast,
the unlucky people took about two minutes to countthe unlucky participants have not been so fortunate.
the photographs whereas the lucky people took justPatricia, twenty-seven, has experienced bad luck
seconds. Why? Because the second page of thethroughout much of her life. A few years ago, shenewspaper contained the message “Stop counting –started to work as cabin crew for an airline, andThere are 43 photographs in this newspaper.” This
quickly gained a reputation as being accident-prone
message took up half of the page and was written in
and a bad omen. One of her first flights had totype that was over two inches high. It was staring
make an unplanned stop-over because some passeneveryone straight in the face, but the unlucky people
gers had become drunk and abusive. Another oftended to miss it and the lucky people tended to spot
Patricia’s flights was struck by lightning, and justit. Just for fun, I placed a second large message halfweeks later a third flight was forced
to make an emergency landing.
Patricia was also convinced that her
Lucky people generate their own good fortune
ill fortune could be transferred to
via four basic principles. They are skilled atothers and so never wished people
good luck, because this had caused
creating and noticing chance opportunities,
them to fail important interviews andmake lucky decisions by listening to their
exams. She is also unlucky in love
intuition, create self-fulfilling prohesies
and has staggered from one broken
via
positive
expectations, and adopt a resilient
relationship to the next. Patricia
attitude that transforms bad luck into good.
never seems to get any lucky breaks
and always seems to be in the wrong
place at the wrong time.
way through the newspaper. This one announced:“Stop counting, tell the experimenter you have seenOver the years I have interviewed these volunteers,
this and win $250.” Again, the unlucky people
asked them to complete diaries, personality quesmissed the opportunity because they were still too
tionnaires, and intelligence tests, and invited thembusy looking for photographs.
to my laboratory to participate in experiments. The
findings have revealed that luck is not a magicalability or the result of random chance. Nor are people born lucky or unlucky. Instead, although lucky
and unlucky people have almost no insight into thereal causes of their good and bad luck, theirthoughts and behavior are responsible for much of
their fortune.

Personality tests revealed that unlucky people are
generally much more tense and anxious than lucky
people, and research has shown that anxiety disrupts
people’s ability to notice the unexpected. In one
experiment, people were asked to watch a moving
dot in the center of a computer screen. Without
warning, large dots would occasionally be flashed at
the edges of the screen. Nearly all participants noticed these large dots. The experiment was thenrepeated with a second group of people, who were
offered a large financial reward for accurately
watching the center dot. This time, people were far
more anxious about the whole situation. They became very focused on the center dot and over a thirdof them missed the large dots when they appearedon the screen.

My research revealed that lucky people generate
their own good fortune via four basic principles.
They are skilled at creating and noticing chance opportunities, make lucky decisions by listening totheir intuition, create self-fulfilling prophesies via
positive expectations, and adopt a resilient attitude
that transforms bad luck into good.

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The harder they looked, the less they saw. And so it
is with luck – unlucky people miss chance opportunities because they are too focused on looking forsomething else. They go to parties intent on finding
their perfect partner and so miss opportunities tomake good friends. They look through newspapers
determined to find certain type of job advertisements and as a result miss other types of jobs.
Lucky people are more relaxed and open, and therefore see what is there rather than just what they arelooking for.

DEALING WITH BAD LUCK
But a lucky life is not just about creating and noticing chance opportunities. Another important principle revolved around the way in which lucky andunlucky people dealt with the ill fortune in theirlives. Imagine being chosen to represent your country in the Olympic games. You compete in thegames, do very well, and win a bronze medal. How
happy do you think that would feel? Most of us
would, I suspect, be overjoyed and proud of ourachievement. Now imagine turning the clock backand competing at the same Olympic games a second
time. This time you do even better and win a silver
medal. How happy do you think you would feelnow? Most of us think that we would feel happierafter winning the silver medal than the bronze. This
is not surprising. After all, the medals are a reflection of our performance, and the silver medal indicates a better performance than a bronze medal.

But this is only part of the story when it comes tochance opportunities. Many of my lucky participants went to considerable lengths to introduce variety and change into their lives. Before making animportant decision, one lucky participant would
constantly alter his route to work. Another person
described a special technique that he had developed
to force him to meet different types of people. He
had noticed that whenever he went to a party, hetended to talk to the same type of people. To help
disrupt this routine, and make life more fun, hethinks of a color before he arrives at the party andthen chooses to only speak to people wearing thatcolor of clothing at the party! At some parties heonly spoke to women in red, at another he chatted
exclusively to men in black.

But research suggests that athletes who win bronze
medals are actually happier than those who win silver medals. And the reason for this has to do withthe way in which the athletes think about their performance. The silver medalists focus on the notionthat if they had performed slightly better, then theywould have perhaps won a gold medal. In contrast,
the bronze medalists focus on the thought that if
they had performed slightly worse, then they wouldn’t have won anything at all. Psychologists refer toour ability to imagine what might have happened,rather than what actually did happen, as “counterfactual.”

Although it may seem strange, under certain circumstances, this type of behavior will actually increase the amount of chance opportunities in people’s lives. Imagine living in the center of a large
apple orchard. Each day you have to venture into
the orchard and collect a large basket of apples.
The first few times it won’t matter where you decide to visit. All parts of the orchard will have apples and so you will be able to find them wherever
you go. But as time goes on it will become more
and more difficult to find apples in the places thatyou have visited before. And the more you return tothe same locations, the harder it will be to find apples there. But if you decide to always go to partsof the orchard that you have never visited before, oreven randomly decide where to go, your chances offinding apples will be dramatically increased. And
it is exactly the same with luck. It is easy for people
to exhaust the opportunities in their life. Keep ontalking to the same people in the same way. Keeptaking the same route to and from work. Keep going to the same places on vacation. But new oreven random experiences introduce the potential for
new opportunities.

I wondered whether lucky people might be using
counter-factual thinking to soften the emotional impact of the ill fortune that they experienced in theirlives. To find out, I decided to present lucky andunlucky people with some unlucky scenarios andsee how they reacted. I asked lucky and unlucky
people to imagine that they were waiting to beserved in a bank. Suddenly, an armed robber enters
the bank, fires a shot, and the bullet hits them in thearm. Would this event be lucky or unlucky?
Unlucky people tended to say that this would beenormously unlucky and it would be just their badluck to be in the bank during the robbery. In contrast, lucky people viewed the scenario as being far
luckier, and often spontaneously commented on
how the situation could have been far worse. As
one lucky participant commented, “It’s lucky because you could have been shot in the head – also,
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you could sell your story to the newspapers andmake some money.”encounters and job promotions simply throughlucky breaks.

The differences between the lucky and unlucky people were striking. Lucky people tend to imagine
spontaneously how the bad luck they encounter
could have been worse and, in doing so, they feelmuch better about themselves and their lives. This,in turn, helps keep their expectations about the future high, and, increases the likelihood of them continuing to live a lucky life.

POSITIVE SKEPTICISM
After ten years of scientific research my work hasrevealed a radically new way of looking at luck andthe vital role that plays in our lives. It demonstrates
that much of the good and bad fortune we encounter
is a result of our thoughts and behavior. More important, it represents the potential for change, andhas produced that most elusive of holy grails – aneffective way of increasing the luck people experience in their daily lives.

LUCK SCHOOL
I wondered whether the principles uncovered during
my work could be used to increase the amount ofgood luck that people encounter in their lives. To
find out, I created “luck school” – a series of experiments examining whether people’s luck can be enhanced by getting them to think and behave like alucky person.

The project has also demonstrated how skepticism
can play a positive role in people’s lives. The research is not simply about debunking superstitious
thinking and behavior. Instead, it is about encouraging people to move away from a magical way of
thinking and toward a more rational view of luck.
Perhaps most important of all, it is about using science and skepticism to increase the level of luck,happiness, and success in people’s lives.

The project comprised two main parts. In the firstpart I met up with participants on a one-to-one basis, and asked them to complete standard questionnaires measuring their luck and how satisfied they
were with six major areas of their life. I then described the four main principles of luck, explained
how lucky people used these to create good fortune
in their lives, and described simple techniques designed to help them think and behave like a lucky
person. For example, as I noted earlier, without realizing it, lucky people tend to use various techniques to create chance opportunities that surroundthem, how to break daily routines, and also how todeal more effectively with bad luck by imagining
how things could have been worse. I asked my volunteers to spend a month carrying out exercises andthen return and describe what had happened.
The results were dramatic. Eighty percent of people
were now happier, more satisfied with their lives,
and, perhaps most important of all, luckier.
Unlucky people had become lucky, and lucky people had become even luckier. At the start of the article I described the unlucky life of Patricia. She
was one of the first people to take part in Luck
School. After a few weeks carrying out some simple exercises, her bad luck had completely vanished.
At the end of the course, Patricia cheerfully explained that she felt like a completely different person. She was no longer accident-prone and wasmuch happier with her life. For once, everything
was working out her way. Other volunteers had
found romantic partners through chance

Professor Richard Wiseman

Richard Wiseman is a psychologist at the University
of Hertfordshire and a CSICOP fellow. Email: R.
Wiseman@herts.ac.uk. This article is based on his
new book The Luck Factor, published in April 2003
by Talk Books. Web site: www.luckfactor.co.uk.
SKEPTICAL INQUIRER
The Magazine For Science And Reason
Volume 27, No.3 ~ May/June 2003
http://www.csicop.org/si/

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