Antecedents and consequences of extrinsic superstitious beliefs: a cross-cultural investigation
Asia Pacific Journal of Marketing and Logistics
ISSN: 1355-5855
Article publication date: 14 September 2015
Abstract
Purpose
The purpose of this paper is to advance the understanding of antecedents and consequences of superstitious beliefs.
Design/methodology/approach
From survey data drawn from 206 South Korean and 218 US respondents, structural equation modeling is used to test the posited hypotheses.
Findings
To extrinsic superstitious beliefs, both the South Korean and US models support the subjective happiness through self-esteem path and the anthropomorphism path; from these beliefs, both models support the horoscope importance path and the behavioral superstitious beliefs path. Only the US model supports the path from self-esteem to extrinsic superstitious beliefs, and only the South Korean model supports the path from intrinsic religiosity to extrinsic superstitious beliefs.
Research limitations/implications
South Korean and US student data may limit generalizability. As effect sizes in this context are established, researchers have a benchmark for future quantitative superstition research.
Practical implications
By further understanding antecedents and consequences of superstitious beliefs, marketers are in a better position to appeal to targeted customers. Anthropomorphism and intrinsic religiosity, not fully studied by marketing scholars, show promise as segmentation variables related to consumers’ attitudes and behaviors.
Social implications
To avoid unethical practice, marketers must limit themselves to innocuous superstition cues.
Originality/value
Leaning on experiential consumption theory and the “magical thinking” literature, this study augments the superstition literature by exploring carefully selected yet under-researched determinants and consequences of superstitious beliefs across eastern and western consumer groups.
Keywords
Acknowledgements
This research was supported by a research grant from Kwangwoon University.
Citation
Sierra, J.J., Hyman, M.R., Lee, B.-K. and Suh, T. (2015), "Antecedents and consequences of extrinsic superstitious beliefs: a cross-cultural investigation", Asia Pacific Journal of Marketing and Logistics, Vol. 27 No. 4, pp. 559-581. https://doi.org/10.1108/APJML-01-2015-0015
Publisher
:Emerald Group Publishing Limited
Copyright © 2015, Emerald Group Publishing Limited