Determinants and outcomes of superstitious beliefs: a multi-study approach

ABSTRACT

Two studies grounded in experiential consumption theory – law of apparent reality and model of emotion-driven choice – test path models exploring determinants and outcomes of superstitious beliefs. Based on a survey of 218 US undergraduates, Study#1 suggests yearning-for-the-past as an antecedent of superstitious beliefs, which in turn relates positively to horoscope importance. Based on a survey of 247 US adults, Study#2 again shows yearning-for-the-past as a determinant of superstitious beliefs and explores previously untested superstitious belief consequences. Study#2 results imply resistance-to-change, buying-brands-due-to-family-traditions, obsessiveness, and intention-to-buy-luck-laden-products, as outcomes that relate positively to superstitious beliefs. These studies extend the consumer behaviour literature on nostalgia, superstition, and resistance to novelty.

KEYWORDS:

• Buying behaviour
• experiential consumption
• law of apparent reality
• model of emotion-driven choice
• nostalgia
• obsessiveness
• resistance to novelty
• superstitious beliefs

Disclosure statement

No potential conflict of interest was reported by the authors.

Additional information

Notes on contributors

Jeremy J. Sierra

Jeremy J. Sierra is the Stephen R. ‘Steve’ Gregg, Sr. Excellence Professor in the McCoy College of Business at Texas State University. He serves on seven editorial review boards, including Journal of Marketing Theory and Practice, Journal of Product & Brand Management, and Psychology & Marketing. He has published his scholarly work in such outlets as European Journal of Marketing, International Journal of Market Research, Journal of Advertising, Journal of Business Research, Journal of Brand Management, Journal of Marketing Theory and Practice, Journal of Product & Brand Management, Journal of Services Marketing, and Psychology & Marketing. Dr. Sierra also has published, with Michael R. Hyman, Marketing Research Kit for Dummies. His research interests include brand tribalism, dual-process theory, and superstitious beliefs.

Michael R. Hyman

Michael R. Hyman is Distinguished Achievement Professor of Marketing at New Mexico State University in Las Cruces, New Mexico. His 85 academic journal articles, 50 conference papers (11 which won a ‘best paper’ award), four co-authored/co-edited books, 25 other academic contributions, and 60 non-academic works, attest to this writing compulsion. He has served on 15 journal editorial boards and as a journal co-editor. Currently, he is Journal of Business Ethics section editor for marketing research. His current research interests include consumers’ responses to advertising, ethics in marketing, survey research methods, knowledge acquisition in academia, and philosophical analyses in marketing.

Anna M. Turri

Anna M. Turri is an Associate Professor of Marketing in the McCoy College of Business Administration at Texas State University. Her research revolves around consumer behaviour. She primarily focuses on consumer privacy issues, consumer processing of label information, consumer nutrition/welfare topics, and the role technology plays in consumer choice.