Methodology and Results for Uncertainty Avoidance and Superstitious Consumption

Xuehua Wang ()
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Xuehua Wang: Tongji University

Chapter Chapter 6 in Cultural and Social Influences on Consumer Behavior, 2023, pp 131-140 from Springer

Abstract: Abstract In this chapter, a total of six studies were conducted to test the hypotheses on the relationship between uncertainty avoidance and superstitious consumption. Studies 1A and 1B aim to test the positive relationship between uncertainty avoidance and superstitious consumption, using different operationalizations of uncertainty avoidance and different measures of superstitious buying. Studies 2A and 2B attempt to test whether high uncertainty avoidance will trigger a high level of state anxiety by using direct measurement and indirect anxiety symptoms, respectively. Study 2C aims to test the whole relationship among primed uncertainty avoidance, state anxiety, and superstitious consumption by using two scenarios. Study 3 tests the moderating effect of locus of control in the above relationship.

Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:spr:mgmchp:978-981-99-6183-2_6

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DOI: 10.1007/978-981-99-6183-2_6

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