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.
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