The Effects of Superstition on Choice and Latency

Abstract

This study investigates the effects of superstition characteristics on choice and latency. Three dimensions of superstition are investigated—valence, accessibility, and relevance. Exposure to negative, accessible, or relevant superstition resulted in faster choices made. Superstitions that were negative or relevant led to choices favoring the auspicious product than superstitions that were positive or irrelevant. The auspicious product was also more likely to be chosen if it were associated with a superstition that was more accessible than less accessible. Findings also suggested that when superstition was relevant, the effects of a negative superstition were amplified than when superstition was irrelevant. Relevancy had less effect on positive superstition.

Relación de las creencias mágicas con el descuento de recompensas monetarias

“…Sin embargo, los datos del presente estudio sugieren que los participantes creyentes en afirmaciones supersticiosas descontaron menos el valor subjetivo de la recompensa conforme se disminuyó la probabilidad de entrega de la misma; es decir, mostraron una conducta de mayor aversión al riesgo en comparación con los participantes no creyentes. Estos resultados podrían deberse al tipo de afirmaciones por las que se les preguntó, pues se ha sugerido que dependiendo de si las supersticiones se refieren a la buena o mala suerte, las personas muestran mayor propensión o aversión al riesgo, respectivamente (Ang, Lai, & Leong, 2014).…”

Superstition, Ethics, and Transformative Consumer Research

“…Investigations of superstitious influences on consumer decision making represent a relatively active area within this subfield. Typically, these are experimental studies that involve the presentation of actual superstitious stimuli (Bayer et al 2018;Dong and Labroo 2018) or the priming of superstitious cognitions (Hernandez et al 2008;Block and Kramer 2009;Kramer and Block 2011;Ang et al 2014), followed by measurement of the effects of these manipulations on hypothetical consumer choices or preferences. In some cases, investigators employ questionnaires to determine participants' levels of superstitious belief and then assess the relationship of these beliefs to consumer behavior (e.g., Wang et al 2012).…”

Superstition, Conspicuous Spending, and Housing Markets: Evidence from Singapore

“…The third basket of factors is luck and uncertainty. Research in psychology suggests that individuals rely on superstition as a way to cope with misfortune and uncertainty (Vyse 1997;Ang et al 2014;Zhang et al 2014). This suggests that people who experience negative shocks or bad luck should more strongly prefer lucky addresses.…”

“…However, it presents many uncertainties --notably, the quality of the construction and maintenance, whether the home will fit the family's future needs, the development of the neighborhood, and the evolution of interest rates and housing prices. Research in psychology suggests that individuals rely on superstition as a way to cope with misfortune and uncertainty, and to rationalize a complex world (Vyse 1997;Ang et al 2014;Zhang et al 2014). Given the large stakes and many uncertainties, people may well rely on superstitious cues when buying a home.…”