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

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  • Thomas Kramer
  • Lauren Block

Abstract

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, Journal of Consumer Research Inc., vol. 34(6), pages 783-793, October.
    • Handle: RePEc:oup:jconrs:v:34:y:2008:i:6:p:783-793
    DOI: 10.1086/523288
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