Trait superstition and consumer behavior: Re‐conceptualization, measurement, and initial investigations

The authors propose that superstitions are employed as a heuristic device and that they influence a variety of consumer behaviors. Previous research has assessed superstition by investigating specific superstitious beliefs. The present research advances the literature by developing a general measure of a propensity to be superstitious. In a two‐study sequence, a new measure of trait superstition is developed and a nomological net of its consequences and antecedents identified. Study 1 employed a sample of 322 student responses to investigate the influence of trait superstition on traditional superstitious behaviors, such as keeping good‐luck charms. Study 2 employed a sample of 1158 consumer panel respondents to investigate the influence of trait superstition on consumer activities in which outcomes are uncertain and are likely to be influenced by chance. The studies reveal that after accounting for a set of antecedents, trait superstition is predictive of a wide variety of consumer beliefs, such as beliefs in astrology and in common negative superstitions (e.g., fear of black cats). In addition, a general predisposition to be superstitious leads to enduring dispositions to gamble, participate in promotional games, invest in stocks, forward superstitious e‐mails, keep good‐luck charms, and exhibit sport fanship. Theoretical contributions and managerial implications are also discussed.