Superstitious Beliefs in Consumer Evaluation Of Brand Logos

Abstract

In today's unpredictable market environment, superstition may be deployed by a consumer in controlling and predicting particular market conditions with uncertain information. Particularly, when consumers encounter a brand logo without experiencing a company's service or consuming its products, superstitious beliefs may serve to fill the void of the unknown to evaluate the brand logo and judge the services or products. Our purpose is to examine the role of various superstitious beliefs in the way consumers process information and link their beliefs to brand logos.