%0 Thesis %A Wang, Di %D 2017 %T Attitudes towards superstition and their impact on consumer behaviour %U https://bridges.monash.edu/articles/thesis/Attitudes_towards_superstition_and_their_impact_on_consumer_behaviour/4628365 %R 10.4225/03/589a715d9cfed %K Superstitious beliefs %K Social judgment %K 1959.1/907527 %K Cross-cultural research %K Open access and full embargo %K thesis(doctorate) %K ethesis-20131105-184150 %K Embarrassment %K Consumer attitudes %K monash:120337 %K Social presence %K Product type %K 2013 %X This dissertation investigates how consumers adjust their purchase of products with superstition-related attributes if the product is to be consumed in a social setting. Five experiments demonstrate that consumers wish to avoid conveying negative impressions on others and avoid embarrassment and that this underlies their reluctance to purchase superstition-related products. %I Monash University