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Attitudes towards superstition and their impact on consumer behaviour
thesisposted 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.