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A ten-year scientific study into the nature of luck has revealed that, to a large ex-
tent, people make their own good and bad fortune. The results also show that it is
possible to enhance the amount of luck that people encounter in their lives.
a friend. Just by chance, Bandura and his friend
Barnett Helzberg Jr. is a lucky man. By 1994 he
found themselves playing behind two attractive fe-
had built up a chain of highly successful jewelry male golfers, and soon joined them as a foursome.
stores with an annual revenue of around $300 mil- After the game, Bandura arranged to meet up with
lion. One day he was walking past the Plaza Hotel one of the women again, and eventually ended up
in New York when he heard a woman call out, “Mr. marrying her. A chance meeting on a golf course
Buffett” to the man next to him. Helzberg won- altered his entire life.
dered whether the man might be Warren Buffett –
one of the most successful investors in America. In short, lucky events exert a dramatic influence
Helzberg had never met Buffett, but had read about over our lives. Luck has the power to transform the
the financial criteria that Buffett used when buying improbable into the possible, to make the difference
a company. Helzberg had recently turned sixty, was between life and death, reward and ruin, happiness
thinking of selling his company, and realized that and despair.
his might be the type of company that would inter-
est Buffett. Helzberg seized the opportunity,
walked over to the stranger and introduced himself.
THE POWER OF SUPERSTITION
The man did indeed turn out to be Warren Buffett, People have searched for an effective way of im-
and the chance meeting proved highly fortuitous proving the good fortune in their lives for many
because about a year later Buffett agreed to buy centuries. Lucky charms, amulets, and talismans
Helzberg’s chain of stores. And all because Helz- have been found in virtually all civilizations
berg just happened to be walking by as a woman throughout recorded history. Touching (“knocking
called out Buffett’s name on a street corner in New on”) wood dates back to pagan rituals that were de-
York. signed to elicit the help of benign and powerful tree
gods. The number thirteen is seen as unlucky be-
Helzberg’s story illustrates the effect of luck in cause there were thirteen people at Christ's last sup-
business, but good fortune also plays a vital role in per. When a ladder is propped up against a wall it
all aspects of our lives. Stanford psychologist Al- forms a natural triangle which used to be seen as
fred Bandura has discussed the impact of chance symbolic of the Holy Trinity. To walk under the
encounters and luck on people’s personal lives. ladder would break the Trinity and therefore bring
Bandura noted both the importance and prevalence ill fortune.
of such encounters, writing that “some of the most
important determinants of life paths often arise Many of these beliefs and behaviors are still with
through the most trivial of circumstances.” He sup- us. In 1996, the Gallup Organization asked 1,000
ports his case with several telling examples, one of Americans whether they were superstitious. Fifty
which was drawn from his life. As a graduate stu- three percent of people said that they were at least a
dent, Bandura became bored with a reading assign- little superstitious, and 25 percent admitted to being
ment and so decided to visit the local golf links with somewhat or very superstitious. Another survey

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revealed that 72 percent of the public said that they
A few years ago I decided to put the power of lucky
possessed at least one good luck charm. Supersti-
charms to the test by empirically evaluating the ac-
tious beliefs and behaviors have been passed down
tual effect that they have on people’s luck, lives,
from generation to generation. Our parents told us
and happiness. I asked a group of volunteers to
about them and we will pass them on to our chil-
complete various standardized questionnaires meas-
dren. But why do they persist? I believe that the
uring their levels of life satisfaction, happiness, and
answer lies in the power of luck. Throughout his-
luck. Next, they were asked to carry a lucky charm
tory, people have recognized that good and bad luck
with them and to monitor the effect that it had on
can transform lives. A few seconds of ill fortune
their lives. The charms had been purchased from a
can lay waste years of striving, and moments of
New Age center and promised to enhance good for-
good luck can save an enormous amount of hard
tune, wealth, and happiness. After a few weeks
work. Superstition represents people’s attempts to
everyone in the group was asked to indicate the ef-
control and enhance this most elusive of factors.
fect that the charms had had on their lives. Overall,
And the enduring nature of these superstitions be-
there was absolutely no effect in terms of how satis-
fied they were with their lives, how
happy they were, or how lucky they felt.
Superstition comes from a time when people Interestingly, been especially unlucky,
that they had
a few participants thought
thought that luck was a strange force that and 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 THE LUCK PROJECT
desire to find ways of increasing their good luck. In
short, superstitions were created, and have survived, Superstition doesn’t work because it is based on
because they promise that most elusive of holy outdated and incorrect thinking. It comes from a
grails – a way of enhancing good fortune. time when people thought that luck was a strange
force that could only be controlled by magical ritu-
als and bizarre behaviors.
TESTING SUPERSTITION
There is just one problem. Superstition doesn’t Ten years ago I decided to take a more scientific
work. Several researchers have also tested the va- investigation into the concept of luck. I decided
lidity of these age-old beliefs and found them want- that the best method was to examine why some peo-
ing. My favorite experiment into the topic was a ple are consistently lucky whilst others encounter
rather strange study conducted by high school stu- little but ill fortune. In short, why some people
dent (and member of the New York Skeptics) Mark seem to live charmed lives full of lucky breaks and
Levin. In some countries, a black cat crossing your chance encounters, while others experience one dis-
path is seen as lucky, in other countries it is seen as aster after another.
unlucky. Levin wanted to discover whether peo-
ple’s luck really changed when a black cat crossed I placed advertisements in national newspapers and
their path. To find out, he asked two people to try magazines, asking for people who considered them-
their luck at a simple coin tossing game. Next, a selves exceptionally lucky or unlucky to contact me.
black cat was encouraged to walk across their path, Over the years, 400 extraordinary men and women
and the participants then played the coin tossing have volunteered to participate in my research; the
game a second time. As a “control” condition, youngest eighteen, a student, the oldest eighty-four,
Levin also repeated the experiment using a white, a retired accountant. They were drawn from all
rather than a black, cat. After much coin tossing walks of life – businessmen, factory workers, teach-
and cat crossing, Levin concluded that neither the ers, housewives, doctors, secretaries, and salespeo-
black or white cat had any effect on participants’ ple. All were kind enough to let me put their lives
luck. Also, skeptics have regularly staged events in and minds under the microscope.
which they have broken well-known superstitions,
such as walking under ladders and smashing mir-
rors – all have survived the ordeals intact.

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Jessica, a forty-two-year-old forensic scientist, is CHANCE OPPORTUNITIES
typical of lucky people in the group. She is cur-
rently in a long-term relationship with a man who Take the case of chance opportunities. Lucky peo-
she met completely by chance at a dinner party. In ple consistently encounter such opportunities
fact, good fortune has helped her achieve many of whereas unlucky people do not. I carried out a very
her lifelong ambitions. As she once explained to simple experiment to discover whether this was due
me, “I have my dream job, two wonderful children, to differences in their ability to spot such opportuni-
and a great guy that I love very much. It’s amazing, ties. I gave both lucky and unlucky people a news-
when I look back at my life I realize that I have paper, and asked them to look through it and tell me
been lucky in just about every area.” In contrast, how many photographs were inside. On average,
the unlucky participants have not been so fortunate. the unlucky people took about two minutes to count
Patricia, twenty-seven, has experienced bad luck the photographs whereas the lucky people took just
throughout much of her life. A few years ago, she seconds. Why? Because the second page of the
started to work as cabin crew for an airline, and newspaper contained the message “Stop counting –
quickly gained a reputation as being accident-prone There are 43 photographs in this newspaper.” This
and a bad omen. One of her first flights had to message took up half of the page and was written in
make an unplanned stop-over because some passen- type that was over two inches high. It was staring
gers had become drunk and abusive. Another of everyone straight in the face, but the unlucky people
Patricia’s flights was struck by lightning, and just tended to miss it and the lucky people tended to spot
weeks later a third flight was forced it. Just for fun, I placed a second large message half
to make an emergency landing.
Patricia was also convinced that her
ill fortune could be transferred to Lucky people generate their own good fortune
others and so never wished people via four basic principles. They are skilled at
good luck, because this had caused creating and noticing chance opportunities,
them to fail important interviews and make lucky decisions by listening to their
exams. She is also unlucky in love intuition, create self-fulfilling prohesies
and has staggered from one broken
relationship to the next. Patricia via positive expectations, and adopt a resilient
never seems to get any lucky breaks attitude that transforms bad luck into good.
and always seems to be in the wrong
place at the wrong time.
way through the newspaper. This one announced:
Over the years I have interviewed these volunteers, “Stop counting, tell the experimenter you have seen
asked them to complete diaries, personality ques- this and win $250.” Again, the unlucky people
tionnaires, and intelligence tests, and invited them missed the opportunity because they were still too
to my laboratory to participate in experiments. The busy looking for photographs.
findings have revealed that luck is not a magical
ability or the result of random chance. Nor are peo- Personality tests revealed that unlucky people are
ple born lucky or unlucky. Instead, although lucky generally much more tense and anxious than lucky
and unlucky people have almost no insight into the people, and research has shown that anxiety disrupts
real causes of their good and bad luck, their people’s ability to notice the unexpected. In one
thoughts and behavior are responsible for much of experiment, people were asked to watch a moving
their fortune. dot in the center of a computer screen. Without
warning, large dots would occasionally be flashed at
My research revealed that lucky people generate the edges of the screen. Nearly all participants no-
their own good fortune via four basic principles. ticed these large dots. The experiment was then
They are skilled at creating and noticing chance op- repeated with a second group of people, who were
portunities, make lucky decisions by listening to offered a large financial reward for accurately
their intuition, create self-fulfilling prophesies via watching the center dot. This time, people were far
positive expectations, and adopt a resilient attitude more anxious about the whole situation. They be-
that transforms bad luck into good. came very focused on the center dot and over a third
of them missed the large dots when they appeared
on the screen.

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The harder they looked, the less they saw. And so it DEALING WITH BAD LUCK
is with luck – unlucky people miss chance opportu-
nities because they are too focused on looking for But a lucky life is not just about creating and notic-
something else. They go to parties intent on finding ing chance opportunities. Another important princi-
their perfect partner and so miss opportunities to ple revolved around the way in which lucky and
make good friends. They look through newspapers unlucky people dealt with the ill fortune in their
determined to find certain type of job advertise- lives. Imagine being chosen to represent your coun-
ments and as a result miss other types of jobs. try in the Olympic games. You compete in the
Lucky people are more relaxed and open, and there- games, do very well, and win a bronze medal. How
fore see what is there rather than just what they are happy do you think that would feel? Most of us
looking for. would, I suspect, be overjoyed and proud of our
achievement. Now imagine turning the clock back
But this is only part of the story when it comes to and competing at the same Olympic games a second
chance opportunities. Many of my lucky partici- time. This time you do even better and win a silver
pants went to considerable lengths to introduce vari- medal. How happy do you think you would feel
ety and change into their lives. Before making an now? Most of us think that we would feel happier
important decision, one lucky participant would after winning the silver medal than the bronze. This
constantly alter his route to work. Another person is not surprising. After all, the medals are a reflec-
described a special technique that he had developed tion of our performance, and the silver medal indi-
to force him to meet different types of people. He cates a better performance than a bronze medal.
had noticed that whenever he went to a party, he
tended to talk to the same type of people. To help But research suggests that athletes who win bronze
disrupt this routine, and make life more fun, he medals are actually happier than those who win sil-
thinks of a color before he arrives at the party and ver medals. And the reason for this has to do with
then chooses to only speak to people wearing that the way in which the athletes think about their per-
color of clothing at the party! At some parties he formance. The silver medalists focus on the notion
only spoke to women in red, at another he chatted that if they had performed slightly better, then they
exclusively to men in black. would have perhaps won a gold medal. In contrast,
the bronze medalists focus on the thought that if
Although it may seem strange, under certain cir- they had performed slightly worse, then they would-
cumstances, this type of behavior will actually in- n’t have won anything at all. Psychologists refer to
crease the amount of chance opportunities in peo- our ability to imagine what might have happened,
ple’s lives. Imagine living in the center of a large rather than what actually did happen, as “counter-
apple orchard. Each day you have to venture into factual.”
the orchard and collect a large basket of apples.
The first few times it won’t matter where you de- I wondered whether lucky people might be using
cide to visit. All parts of the orchard will have ap- counter-factual thinking to soften the emotional im-
ples and so you will be able to find them wherever pact of the ill fortune that they experienced in their
you go. But as time goes on it will become more lives. To find out, I decided to present lucky and
and more difficult to find apples in the places that unlucky people with some unlucky scenarios and
you have visited before. And the more you return to see how they reacted. I asked lucky and unlucky
the same locations, the harder it will be to find ap- people to imagine that they were waiting to be
ples there. But if you decide to always go to parts served in a bank. Suddenly, an armed robber enters
of the orchard that you have never visited before, or the bank, fires a shot, and the bullet hits them in the
even randomly decide where to go, your chances of arm. Would this event be lucky or unlucky?
finding apples will be dramatically increased. And Unlucky people tended to say that this would be
it is exactly the same with luck. It is easy for people enormously unlucky and it would be just their bad
to exhaust the opportunities in their life. Keep on luck to be in the bank during the robbery. In con-
talking to the same people in the same way. Keep trast, lucky people viewed the scenario as being far
taking the same route to and from work. Keep go- luckier, and often spontaneously commented on
ing to the same places on vacation. But new or how the situation could have been far worse. As
even random experiences introduce the potential for one lucky participant commented, “It’s lucky be-
new opportunities. cause you could have been shot in the head – also,

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you could sell your story to the newspapers and encounters and job promotions simply through
make some money.” lucky breaks.

The differences between the lucky and unlucky peo- POSITIVE SKEPTICISM
ple were striking. Lucky people tend to imagine
spontaneously how the bad luck they encounter After ten years of scientific research my work has
could have been worse and, in doing so, they feel revealed a radically new way of looking at luck and
much better about themselves and their lives. This, the vital role that plays in our lives. It demonstrates
in turn, helps keep their expectations about the fu- that much of the good and bad fortune we encounter
ture high, and, increases the likelihood of them con- is a result of our thoughts and behavior. More im-
tinuing to live a lucky life. portant, it represents the potential for change, and
has produced that most elusive of holy grails – an
effective way of increasing the luck people experi-
LUCK SCHOOL ence in their daily lives.
I wondered whether the principles uncovered during
my work could be used to increase the amount of The project has also demonstrated how skepticism
good luck that people encounter in their lives. To can play a positive role in people’s lives. The re-
find out, I created “luck school” – a series of experi- search is not simply about debunking superstitious
ments examining whether people’s luck can be en- thinking and behavior. Instead, it is about encour-
hanced by getting them to think and behave like a aging people to move away from a magical way of
lucky person. thinking and toward a more rational view of luck.
Perhaps most important of all, it is about using sci-
The project comprised two main parts. In the first ence and skepticism to increase the level of luck,
part I met up with participants on a one-to-one ba- happiness, and success in people’s lives.
sis, and asked them to complete standard question-
naires measuring their luck and how satisfied they Professor Richard Wiseman
were with six major areas of their life. I then de-
scribed the four main principles of luck, explained
how lucky people used these to create good fortune
in their lives, and described simple techniques de-
signed to help them think and behave like a lucky
person. For example, as I noted earlier, without re-
alizing it, lucky people tend to use various tech-
niques to create chance opportunities that surround
them, how to break daily routines, and also how to
deal more effectively with bad luck by imagining
how things could have been worse. I asked my vol-
unteers to spend a month carrying out exercises and
then return and describe what had happened.

The results were dramatic. Eighty percent of people
were now happier, more satisfied with their lives, Richard Wiseman is a psychologist at the University
and, perhaps most important of all, luckier. of Hertfordshire and a CSICOP fellow. Email: R.
Unlucky people had become lucky, and lucky peo- Wiseman@herts.ac.uk. This article is based on his
ple had become even luckier. At the start of the ar- new book The Luck Factor, published in April 2003
ticle I described the unlucky life of Patricia. She by Talk Books. Web site: www.luckfactor.co.uk.
was one of the first people to take part in Luck
School. After a few weeks carrying out some sim- SKEPTICAL INQUIRER
ple exercises, her bad luck had completely vanished. The Magazine For Science And Reason
At the end of the course, Patricia cheerfully ex- Volume 27, No.3 ~ May/June 2003
plained that she felt like a completely different per- http://www.csicop.org/si/
son. She was no longer accident-prone and was
much happier with her life. For once, everything
was working out her way. Other volunteers had
found romantic partners through chance
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