Exploring Different Types of Superstitious Beliefs in Risk-Taking Behaviors: What We Can Learn From Thai Consumers. (March 2017)

• Record Type: Journal Article
• Authors: Chinchanachokchai, Sydney; Pusaksrikit, Theeranuch; Pongsakornrungsilp, Siwarit
• Is Part Of: Social marketing quarterly. Volume 23:Number 1(2017:Mar.)
• Page Start: 47
• Page End: 63
• Publication Date: 2017-03
• Subjects: financial risk-taking -- superstitious beliefs -- superstitious object -- magical thinking -- risk-taking behaviors; Social marketing -- Periodicals; 658.8
• DOI: 10.1177/1524500416672439
• Languages: English
• ISSNs: 1524-5004

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.