Are you feeling lucky? How superstition impacts consumer choice

In another study of American college students at an East Coast university, the researchers found that having participants think about Friday the 13th made them significantly more risk averse. Participants were told they were participating in two unrelated studies. After thinking about Friday the 13th or a neutral day (Tuesday the 19th), participants were then asked to make a choice in betting situations, for example a guaranteed $18 or a 20 percent chance to win $240. Those who had thought about Friday the 13th chose the safe option 49 percent of the time, versus only 35 percent of those who had thought about a neutral day.

“In particular, we show that superstitious beliefs have a robust influence on product satisfaction and decision making under risk,” the researchers write. “However, these effects are only observed when superstitious beliefs are allowed to work nonconsciously.”

Thomas Kramer and Lauren Block, “Conscious and Nonconscious Components of Superstitious Beliefs in Judgment and Decision Making.” Journal of Consumer Research: April 2008.

About the Journal of Consumer Research: Founded in 1974, the Journal of Consumer Research publishes scholarly research that describes and explains consumer behavior. Empirical, theoretical, and methodological articles spanning fields such as psychology, marketing, sociology, economics, and anthropology are featured in this interdisciplinary journal. The primary thrust of JCR is academic, rather than managerial, with topics ranging from micro-level processes (e.g., brand choice) to more macro-level issues (e.g., the development of materialistic values).

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