A Typology of Superstitious Behaviors: Implications For Marketing and Public Policy
In this conceptual article we present a comprehensive model of superstitious behavior and explain its relevance to marketing, consumer behavior, and public policy. Drawing on theory from marketing, psychology, anthropology, and sociology, we propose that individuals engage in superstitious to meet functional needs, psychological needs, and socio-cultural needs. Based on this theoretical foundation, we explain how marketing tactics can stimulate aspects of superstitious behavior among individuals which gives rise to significant public policy implications.
Citation:
Rajiv Vaidyanathan and Praveen Aggarwal (2008) ,"A Typology of Superstitious Behaviors: Implications For Marketing and Public Policy", in LA - Latin American Advances in Consumer Research Volume 2, eds. Claudia R. Acevedo, Jose Mauro C. Hernandez, and Tina M. Lowrey, Duluth, MN : Association for Consumer Research, Pages: 147-149.
Authors
Rajiv Vaidyanathan, University of Minnesota Duluth, USA
Praveen Aggarwal, University of Minnesota Duluth, USA
Volume
LA - Latin American Advances in Consumer Research Volume 2 | 2008
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