Superstition, Astrometry, and Suspension of Disbelief: An Explanatory Model of Risk-Seeking Tendencies—An Abstract

Many people espouse superstition, whether individually (e.g., wearing a lucky charm) or collectively (e.g., applying feng shui to the workplace) as a mechanism for garnering preferred life outcomes. Psychologists acknowledge the value of studying superstition at the personal level; yet our understanding of how superstitious beliefs influence risk-seeking tendencies is incomplete (e.g., Kramer and Block 2008). Drawing from prior research on superstition, astrometry, suspension of disbelief, and risk-seeking, this study applies the experiential consumption theory and ‘magical thinking’ literatures to test a model of risk-seeking tendencies. Because superstition is a joy-filled experiential consumptive practice for many consumers, it influences their behaviors meaningfully (Holbrook et al. 1986).

Superstitious beliefs (S_UPER), self-assessed zodiac sign expertise (Zod_EXP), intention to read horoscopes (Int_HORO), attitude toward zodiac signs (A_ZOD), and suspension of disbelief for fictional works (Sod_FIC) and virtual reality (Sod_VR) are modeled as determinants of risk-seeking tendencies (Risk_SEEK). Students enrolled in marketing courses at a southwestern US university completed the questionnaire during regularly scheduled classes. The mean age of respondents (N = 218) is 22.32 (SD = 2.53), with gender split evenly. Whites (71 %), Hispanics (18 %), and Blacks (8 %) are most represented, with seniors (59 %) and juniors (27 %) dominating the sample.

Estimation of the measurement model (30 items, 7 scales) confirms convergent and discriminant validity. The relationships were tested using SEM (LISREL). A COV matrix and MLE were used to estimate model parameters. Model estimation produced the following GOF statistics: χ ²(393_df) = 1207.11 (P = 0.00), (CFI) = 0.94, (GFI) = 0.73, and (RMSEA) = 0.098. The t-statistic associated with 10 of 11 path coefficients is significant at the P < 0.05 level or better. Specifically, S_UPER relates positively to each Zod_EXP (H₁; t = 8.50), Int_HORO (H₂; t = 9.51), and A_ZOD (H₃; t = 9.99). Zod_EXP relates positively to both Sod_FIC (H₄; t = 2.56) and Sod_VR (H₅; t = 3.35), Int_HORO relates positively to Sod_FIC (H₆; t = 3.64) and inversely to Sod_VR (H₇; t = −3.52), and A_ZOD relates inversely to Sod_FIC (H₈; t = −4.39), but is unrelated to Sod_VR (H₉; t = 0.35). In turn, Sod_FIC relates inversely (H₁₀; t = −2.15) and Sod_VR relates positively (H₁₁; t = 2.09) to Risk_SEEK.

The model constructs relate to consumers’ everyday fun (whether individually or through social connectedness) by making life more stimulating; thus, the value of applying experiential consumption and magical thinking to the superstition context. For example, losing oneself in a fictional character may boost life’s experiential value, influencing risk-seeking tendencies.