Why Humans Believe in Luck: Uncertainty, Choice, and Psychological Comfort
For most of human history, the future has been fundamentally uncertain.
War, disease, climate, and economic instability have shaped decision-making under risk.
In response, humans developed systems of luck, fate, divination, and symbolic prediction.
Luck is not merely superstition.
It functions as a psychological coping mechanism—a way to reduce anxiety and reinforce confidence when rational information is incomplete.
Research Questions
UITG Fortune Research focuses on questions such as:
- Why luck-related content remains persistent yet underestimated in search behavior
- How different cultures interpret fortune, destiny, and chance
- Why belief systems continue to thrive in modern, data-driven societies
Through long-term observation and content analysis, we study how belief influences behavior, decisions, and meaning-making.
Understanding Through Language
Understanding belief systems through the lens of language is key to understanding fortune-related content.
For broader discussion, see:
Language, Meaning, and How Humans Understand the World
Ongoing Research
Ongoing experimental content and daily observations are published at: