The Effects of Superstition on Choice and Latency

ABSTRACT This study investigates the effects of superstition characteristics on choice and latency. Three dimensions of superstition are investigated—valence, accessibility, and relevance. Exposure to negative, accessible, or relevant superstition resulted in faster choices made. Superstitions that were negative or relevant led to choices favoring the auspicious product than superstitions that were positive or irrelevant. The auspicious product was also more likely to be chosen if it were associated with a superstition that was more accessible than less accessible. Findings also suggested that when superstition was relevant, the effects of a negative superstition were amplified than when superstition was irrelevant. Relevancy had less effect on positive superstition.