Theory and Hypothesis Development for Uncertainty Avoidance and Superstitious Consumption

Xuehua Wang ()
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Xuehua Wang: Tongji University

Chapter Chapter 3 in Cultural and Social Influences on Consumer Behavior, 2023, pp 103-109 from Springer

Abstract: Abstract In this chapter, hypotheses are developed regarding the relationship between uncertainty avoidance and superstitious buying. Specifically, consumers with high uncertainty avoidance are proposed to display more superstitious buying tendency than those with low uncertainty avoidance. This effect is driven by state anxiety. Furthermore, the effect of uncertainty avoidance on superstitious buying would be stronger for consumers when their locus of control is external rather than internal.

Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:spr:mgmchp:978-981-99-6183-2_3

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DOI: 10.1007/978-981-99-6183-2_3

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