THE EFFECT OF SUPERSTITION ON SPEED OF DECISION MAKING

Abstract

This study investigates the effect of superstition on speed of decision making. Using an experiment involving two product categories, the findings showed strong evidence that superstitiousness enhances speed of decision making. In addition, exposure to relevant or negative superstition results in faster decision making than less relevant or positive superstition. Accessibility of superstition did not influence decision making speed. Interaction results indicated that decision making speed is more sensitive to relevance of superstition than accessibility or valence of superstition. Specifically, when superstition is relevant, decision making is faster when the superstition is accessible than less accessible. However, when superstition is irrelevant, decision making speed is similar regardless of whether the superstition is accessible or not. Similarly, speed of decision making is enhanced when the superstition is negative and relevant compared to one that is positive and relevant. In contrast, when superstition is irrelevant, the enhancement in speed of decision making is diluted between negative and positive superstitions. Generally, consistent results regarding the main effects were also observed for the effect of superstition on product liking, preference, and choice. Together, the findings suggest that superstition may be used as a heuristic to shortcut decision making for involving products. Theoretical, methodological, and managerial implications are discussed together with directions for future research.