Exploring Different Types of Superstitious Beliefs in Risk-Taking Behaviors

Sydney Chinchanachokchai · Theeranuch Pusaksrikit · Siwarit Pongsakornrungsilp

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Decision-Making and Behavioral Economics Gambling Behavior and Treatments Paranormal Experiences and Beliefs

Abstract

Superstitions are common phenomena in human society, especially in Asian cultures. Superstitious beliefs can have a negative impact on the social well-being of people in society because they are highly associated with financial risk-taking and gambling behaviors. This study looks at the effects of different types of superstitious belief (proactive vs. passive) on consumers’ risk-taking behaviors. Categorized based on the characteristics associated with an illusion of control in a situation, proactive and passive superstitious beliefs were found to show differences in risk-taking behaviors. The results demonstrate that passive superstitious beliefs increase the likelihood of engaging in risky behaviors when a superstitious object is introduced. The research suggests social marketing and public policy implications.

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References

2025Advances in Consumer Research 1985An attributional theory of achievement motivation and emotion.1999Gender differences in risk taking: A meta-analysis.1992Reconceptualizing the Determinants of Risk Behavior 1994How Believing in Ourselves Increases Risk Taking: Perceived Self-Efficacy and Opportunity Recognition 1974The Role of Risk in Consumer Behavior 1982Warranty and Other Extrinsic Cue Effects on Consumers' Risk Perceptions 2004Role of culture in gambling and problem gambling

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