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Conscious and Nonconscious Components of Superstitious Beliefs in Judgment and Decision Making


  • Thomas Kramer
  • Lauren Block


Despite the large impact that superstitious beliefs have on the marketplace, we currently know very little about their implications for consumer judgment and decision making. We document the existence of the influence of superstitious beliefs on consumer behavior and specify their conscious and nonconscious underlying properties. In particular, we show that superstitious beliefs have a robust influence on product satisfaction and decision making under risk. However, these effects are only observed when superstitious beliefs are allowed to work nonconsciously. Using a process-dissociation task, we further demonstrate the distinct conscious versus nonconscious components of the effect of superstition on decision making under risk. (c) 2007 by JOURNAL OF CONSUMER RESEARCH, Inc..

Suggested Citation

  • Thomas Kramer & Lauren Block, 2008. "Conscious and Nonconscious Components of Superstitious Beliefs in Judgment and Decision Making," Journal of Consumer Research, Oxford University Press, vol. 34(6), pages 783-793, October.
  • Handle: RePEc:oup:jconrs:v:34:y:2008:i:6:p:783-793

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    Cited by:

    1. repec:jdm:journl:v:13:y:2018:i:5:p:467-470 is not listed on IDEAS
    2. Jan Fidrmuc & J. D. Tena, 2015. "Friday the 13th: The Empirics of Bad Luck," Kyklos, Wiley Blackwell, vol. 68(3), pages 317-334, August.
    3. Ng, Travis & Chong, Terence & Du, Xin, 2010. "The value of superstitions," Journal of Economic Psychology, Elsevier, vol. 31(3), pages 293-309, June.
    4. repec:eee:pacfin:v:47:y:2018:i:c:p:79-91 is not listed on IDEAS
    5. Evgeny A. Antipov & Elena B. Pokryshevskaya, 2015. "Are buyers of apartments superstitious? Evidence from the Russian real estate market," Judgment and Decision Making, Society for Judgment and Decision Making, vol. 10(6), pages 590-592, November.
    6. repec:taf:intgms:v:18:y:2018:i:1:p:92-110 is not listed on IDEAS
    7. Li, Hung-Hui & Hsieh, Min-Yu & Chang, William Li, 2016. "Lucky names: Superstitious beliefs in Chinese corporate branding strategy for bank marketing," The North American Journal of Economics and Finance, Elsevier, vol. 35(C), pages 226-233.
    8. repec:taf:rjapxx:v:18:y:2013:i:4:p:560-593 is not listed on IDEAS
    9. repec:bla:ausecr:v:51:y:2018:i:3:p:382-395 is not listed on IDEAS
    10. repec:ers:journl:v:xx:y:2017:i:3b:p:686-707 is not listed on IDEAS

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