Abstract

Superstitions are common phenomena in human society, especially in Asian cultures. Superstitious beliefs can have a negative impact on the social well-being of people in society because they are highly associated with financial risk-taking and gambling behaviors. This study looks at the effects of different types of superstitious belief (proactive vs. passive) on consumers’ risk-taking behaviors. Categorized based on the characteristics associated with an illusion of control in a situation, proactive and passive superstitious beliefs were found to show differences in risk-taking behaviors. The results demonstrate that passive superstitious beliefs increase the likelihood of engaging in risky behaviors when a superstitious object is introduced. The research suggests social marketing and public policy implications.