University of South Florida (USF) M3 Publishing


Superstitions have taken an important place in people's lives since the past. Despite the increase in the educational level of people, superstitions still exist. Superstitions, which have been researched especially by studies in the field of psychology, have not been adequately studied in the field of marketing. However, it is known that superstitions have an effect on the behavior of consumers. In this context, the aim of the research is to determine the effect of the superstitions of consumers on their chance-oriented, horoscope-oriented and evil-eye-oriented purchasing behaviors. Data were collected through an online questionnaire due to the pandemic. The survey form was prepared on Google Forms and the survey link was delivered to consumers through social media channels. During the data collection process, 550 consumers participated in the survey and SPSS and AMOS programs were used in the analysis of the data obtained. As a result of the analysis, all of the research hypotheses were supported. Therefore, it has been determined that the superstitions of consumers have positive and significant effects on their luck-oriented, horoscope-oriented and evil-eye-oriented purchasing behaviors.



Recommended Citation

Avci, I, & Yildiz, S. (2021). The effect of superstitions on consumer luck, horoscope and evil eye-oriented purchasing behavior: A study in Turkey. In C. Cobanoglu, & V. Della Corte (Eds.), Advances in global services and retail management (pp. 1–9). USF M3 Publishing. https://www.doi.org/10.5038/9781955833035

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