Exploring Different Types of Superstitious Beliefs in Risk-Taking Behaviors

Abstract

Superstitions are common phenomena in human society, especially in Asian cultures. Superstitious beliefs can have a negative impact on the social well-being of people in society because they are highly associated with financial risk-taking and gambling behaviors. This study looks at the effects of different types of superstitious belief (proactive vs. passive) on consumers’ risk-taking behaviors. Categorized based on the characteristics associated with an illusion of control in a situation, proactive and passive superstitious beliefs were found to show differences in risk-taking behaviors. The results demonstrate that passive superstitious beliefs increase the likelihood of engaging in risky behaviors when a superstitious object is introduced. The research suggests social marketing and public policy implications.

Superstitious Behaviour in Sportspersons in Relation to Their Performance at Intercollegiate Level

“…Also, increase in the uncertainity of goal acheievement lead to an increase in superstious behaviours. Another study by Chinchanachokchai [5] asserted that passive superstitious beliefs (low illusion of control) increase the likelihood of engaging in risky behaviors. The major themes which emerged regarding the impact of such superstitions on performance included psychological and reality basis.…”

Southern Leyteño’s folklore narratives on lifestyle and leisure

“…This means the newly opened store will also be a favorite of customers. According to Chinchanachokchai, Pusaksrikit, and Pongsakornrungsilp, (2016) superstitions are a common phenomenon in human society, especially in Asian cultures. Superstitious beliefs are one of the cultural practices of Asians that can harm people's social well-being, but many still believe in it, especially business people.…”

Write Your Own Luck Campaign: Pentel’s Successful Advertising Strategy Based on Superstitious Beliefs in Thailand

“…The strong superstitious beliefs of Thai culture inspired superstitious rituals in their daily lives (Ariyabuddhiphongs & Chanchalernporn, 2007). Their beliefs also affected decision making that ranged from gambling (Pusaksrikit et al, 2018) to financial risk-taking (Chinchanachokchai et al, 2017). Superstitious beliefs played a vital role in Thai consumer and business behaviors.…”

“…One of the fundamental values that distinguished Eastern cultures from Western cultures was the perception of humanity’s relationships to nature (Kluckhohn & Strodtbeck, 1961), which subsequently influenced beliefs in superstition. Eastern culture tended to feel less personal control over their environment, thus relying on supernatural powers or superstition in affirming confidence (Chinchanachokchai et al, 2017; Hernandez et al, 2008; Masuda & Nisbett, 2001). These beliefs helped to cope with anxiety and uncertainty to make them feel more in control.…”