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Attitudes towards superstition and their impact on consumer behaviour

thesis
posted on 30.05.2017, 01:33 authored 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.

History

Campus location

Australia

Principal supervisor

Harmen Oppewal

Year of Award

2013

Department, School or Centre

Marketing

Course

Doctor of Philosophy

Degree Type

DOCTORATE

Faculty

Faculty of Business and Economics