Attitudes towards superstition and their impact on consumer behaviour

2017-05-30T01:33:04Z (GMT) by Wang, Di
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.