Exploring the antecedents and consumer behavior consequences of the trait of superstition

Abstract

In two exploratory studies, a hierarchical model of personality was employed to investigate a number of possible trait antecedents and consumer-behavior -related consequences of superstition. One of the interesting findings was that the antecedents of superstition include a lower need for learning among older adults, higher levels of sports interest, a belief in fate, and a decreased belief in heaven and hell. In addition, the results suggested that the consequences of superstition might include beliefs in astrology, magic, psychokinesis, and the existence of fictitious creatures (e.g., the Loch Ness monster). Evidence suggesting a negative association between superstitious beliefs and attitudes concerning the genetic engineering of food products was also obtained. ᭧

Intrinsic Religiosity and Attitude toward Finales as Precursors of Superstitious Beliefs: A Cross-Cultural Investigation

“…Researchers have applied this framework to online purchases (Andrews et al, 2007), casino gaming (Cotte, 1997), as well as interactive museumsand theme parks (Bigné , Mattila, and Andreu, 2008). Moreover, being superstitious creates distinct experiential consumptive experiences brimming with attitudinal and belief-espoused responses (Mowen and Carlson, 2003).…”

“…Additional superstition precursors includebelief in fate, lower need for learning, sports enthusiasm, and wobbly conviction in heaven and hell (Mowen and Carlson, 2003).…”

“…As such, superstitious beliefs help explain the routine nature of reading horoscopes (Kramer and Block, 2008). Furthermore, superstitious tendencies and belief in astrology relate positively (Carlson, Mowen and Fang, 2009;Mowen and Carlson, 2003). For example, the Chinesezodiac assumespeople's birth year dictates their fate(e.g., birth year determinesfelicitous mate's birth year) (Wong and Yung, 2005).…”

Personalidade e lealdade: proposições de pesquisa com o modelo metateórico de motivação e personalidade DOI 10.5752/P.1984-6606.2009v9n19p102

“…A teoria dos traços de personalidade (PAUNONEN, 1998) vem sendo utilizada com maior assertividade na disciplina de Comportamento do Consumidor (BODEY; GRACE, 2006;MOWEN, 2001;HURLEY, 1998;LICATA et al, 2003;MONTEIRO;VEIGA, 2006;MOWEN, 2000;MOWEN;CARLSON, 2003;MOWEN;SPEARS, 1999). Essa teoria define que o indivíduo é formado por um conjunto de partes ou fatores básicos, que, quando agregados, formam a plenitude do ser.…”

“…Esse modelo vem sendo utilizado com sucesso em diversos estudos na área de marketing MOWEN, 2001;LICATA et al, 2003;MONTEIRO;VEIGA, 2006;MOWEN, 2000;MOWEN;CARLSON, 2003). O modelo metateórico de motivação e personalidade (modelo 3M), como é denominado, define quatro níveis de traços que compõem a organização da personalidade: (1) traços elementares, (2) traços compostos, (3) traços situacionais e (4) traços superficiais.…”