Effects of superstitious beliefs on consumer novelty seeking and independent judgment making: Evidence from China

Cultural content has been examined in consumer adoption of new products, whereas the relationship between enduring cultural beliefs and adoption remains unexplored. In this study, proactive superstitious behaviors (e.g., carrying a lucky charm) and passive superstitious beliefs (e.g., belief in fate) were empirically tested as antecedents of consumer novelty seeking (CNS) and consumer independent judgment making (CIJM). The results suggest that proactive superstitious beliefs positively influence CNS, whereas passive beliefs negatively influence CNS. Only passive superstitious beliefs positively influence CIJM. Results also suggest that previous superstition scales are incomplete and fail to reflect contemporary thinking about superstitious beliefs. Copyright © 2008 John Wiley & Sons, Ltd.