How Superstitions May Impact Risky Behavior

One of many topics in consumer behavior that I am always interested in is superstitious beliefs. However, there are not many papers in consumer research addressing the impact of superstition on consumer’s choice and judgment. This year we published a paper on how superstitious beliefs affect risk-taking behavior among Thai consumers. We were also mentioned in Sage blog post.

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Click HERE to read the full blog.

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