The Effect of Superstitious Beliefs on Consumer Judgments

Thomas Kramer, Baruch College, US
Lauren Block, Baruch College, US
Despite their large impact on the marketplace, we currently know very little about how superstitious beliefs influence purchase likelihood ratings and consumer satisfaction. In a series of studies, we show that consumers are less (more) satisfied with products following product failure for which they hold positive (negative) superstitious associations. Furthermore, we demonstrate that consumers are more (less) likely to purchase products with prices for which they have positive (negative) superstitious associations, even compared to the identical product priced lower (higher). These effects are limited to Asian consumers for whom the superstitious associations with the particular colors and numbers exist.
[ to cite ]:
Thomas Kramer and Lauren Block (2007) ,"The Effect of Superstitious Beliefs on Consumer Judgments", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 634-635.