How embarrassment and superstitiousness affect consumers' superstitious purchase decision?
|
Pasit Sararueangpong Thesis
(PDF 886kB)
Available under License Creative Commons Attribution Non-commercial No Derivatives 4.0. |
Description
As an irrational belief, yet common, superstitious beliefs have played a role in consumer behaviours across different cultures. Some consumers embrace them, while some consider them embarrassing. This thesis investigated how embarrassment can demotivate consumers from purchasing a product with superstitious meaning. Although a decision appears to be a quick decision, it is influenced by multiple factors.
Impact and interest:
Citation counts are sourced monthly from Scopus and Web of Science® citation databases.
These databases contain citations from different subsets of available publications and different time periods and thus the citation count from each is usually different. Some works are not in either database and no count is displayed. Scopus includes citations from articles published in 1996 onwards, and Web of Science® generally from 1980 onwards.
Citations counts from the Google Scholar™ indexing service can be viewed at the linked Google Scholar™ search.
Full-text downloads:
Full-text downloads displays the total number of times this work’s files (e.g., a PDF) have been downloaded from QUT ePrints as well as the number of downloads in the previous 365 days. The count includes downloads for all files if a work has more than one.
| ID Code: | 227460 |
|---|---|
| Item Type: | QUT Thesis (Master of Philosophy) |
| Supervisor: | Mathmann, Frank & Wang, Di |
| Keywords: | Superstitions, Embarrassment, Consumer, Engagement, Motivation, Regulatory engagement theory |
| DOI: | 10.5204/thesis.eprints.227460 |
| Divisions: | Current > QUT Faculties and Divisions > Faculty of Business & Law Current > Schools > School of Advertising, Marketing & Public Relations |
| Institution: | Queensland University of Technology |
| Deposited On: | 22 Feb 2022 00:59 |
| Last Modified: | 22 Feb 2022 00:59 |
Export: EndNote | Dublin Core | BibTeX
Repository Staff Only: item control page