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Trait superstition and consumer behavior: Re‐conceptualization, measurement, and initial investigations by Brad D. Carlson; John C. Mowen; Xiang Fang is a Business, Management and Accounting article available to read on EtoBox.

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## Abstract The authors propose that superstitions are employed as a heuristic device and that they influence a variety of consumer behaviors. Previous research has assessed superstition by investigating specific superstitious beliefs. The present research advances the literature by developing a general measure of a propensity to be superstitious. In a two‐study sequence, a new measure of trait superstition is developed and a nomological net of its consequences and antecedents identified. Study 1 employed a sample of 322 student responses to investigate the influence of trait superstition on traditional superstitious behaviors, such as keeping good‐luck charms. Study 2 employed a sample of 1158 consumer panel respondents to investigate the influence of trait superstition on consumer activities in which outcomes are uncertain and are likely to be influenced by chance. The studies reveal that after accounting for a set of antecedents, trait superstition is predictive of a wide variety of consumer beliefs, such as beliefs in astrology and in common negative superstitions (e.g., fear of black cats). In addition, a general predisposition to be superstitious leads to enduring disposition

Who reads Trait superstition and consumer behavior: Re‐conceptualization, measurement, and initial investigations?

Author

Brad D. Carlson; John C. Mowen; Xiang Fang

Publisher

John Wiley and Sons; Wiley (John Wiley & Sons); John Wiley & Sons Inc.; Wiley (ISSN 0742-6046)

Published

2009

Language

EN

Field

Business, Management and Accounting (Social Sciences)