A Need-Satisfaction Model of Superstitious Behavior

Rajiv Vaidyanathan, University of Minnesota Duluth, USA
Praveen Aggarwal, University of Minnesota Duluth, USA
Taihoon Cha, University of Minnesota Duluth, USA
Seungwoo Chun, University of Minnesota Duluth, USA
We present a comprehensive and parsimonious model of superstitious behavior that resolves several problems with prior models of superstitious behavior. The new model accommodates a variety of superstition types, explains different motives consumers may have for engaging in superstitious behavior and provides the operating principle underlying each of the motives. Our need-satisfaction model of superstitious behavior classifies the needs met by superstitious behavior into (1) Functional Needs, (2) Psychological Needs, and (3) Social Needs. We provide clear theoretical and managerial implications of this revised model.
[ to cite ]:
Rajiv Vaidyanathan, Praveen Aggarwal, Taihoon Cha, and Seungwoo Chun (2007) ,"A Need-Satisfaction Model of Superstitious Behavior", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 355-358.