The Biography of Discovery: How Unintentional Discovery of Resources Influences Choice and Preference

An archeologist discovers a 1,500-year-old Viking sword at the bottom of a lake. Would people be more drawn to the sword if they knew that the discovery was intentional, or unintentional? The current research examines this previously unexplored type of biographical narrative-the biography of the discovery of historical and natural resources. We propose that unintentionality in the discovery of a resource can shape choice and preference. We focus our investigation on resources because the event of discovery is an inherent component in the biography of all known historical and natural resources, and because these resources are either themselves already objects (like historical artifacts) or are the building blocks of virtually all objects. Eight laboratory studies and one field experiment indicate that the unintentional discovery of resources heightens the choice of and preference for the resources. We find that the unintentional discovery of a resource triggers counterfactual thoughts about how the discovery might not have occurred, increasing perceptions that the discovery was fated, consequently driving choice of and preference for the resource. Further, we identify the level of expertise of the discoverer as a theoretically relevant moderator of this effect, finding that the effect is eliminated in the case of novice discoverers. It arises for resources discovered by experts with the rationale that unintentional discovery by an expert is unexpected, and therefore prompts heightened counterfactual thoughts. However, resources discovered by novices for which discovery is unexpected whether it is intentional or unintentional are preferred at equally high rates.