?url_ver=Z39.88-2004&rft_id=10.5204%2Fthesis.eprints.227460&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Adc&rft.title=How+embarrassment+and+superstitiousness+affect+consumers'+superstitious+purchase+decision%3F&rft.creator=Sararueangpong%2C+Pasit&rft.subject=Superstitions&rft.subject=Embarrassment&rft.subject=Consumer&rft.subject=Engagement&rft.subject=Motivation&rft.subject=Regulatory+engagement+theory&rft.description=As+an+irrational+belief%2C+yet+common%2C+superstitious+beliefs+have+played+a+role+in+consumer+behaviours+across+different+cultures.+Some+consumers+embrace+them%2C+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%2C+it+is+influenced+by+multiple+factors.&rft.publisher=Queensland+University+of+Technology&rft.date=2022&rft.type=Thesis&rft.format=application%2Fpdf&rft.relation=https%3A%2F%2Feprints.qut.edu.au%2F227460%2F1%2FPasit_Sararueangpong_Thesis.pdf&rft.rights=free_to_read&rft.rights=http%3A%2F%2Fcreativecommons.org%2Flicenses%2Fby-nc-nd%2F4.0%2F&rft.relation=doi%3A10.5204%2Fthesis.eprints.227460&rft.relation=Sararueangpong%2C+Pasit+(2022)+How+embarrassment+and+superstitiousness+affect+consumers'+superstitious+purchase+decision%3F+Master+of+Philosophy+thesis%2C+Queensland+University+of+Technology.&rft.id_number=https%3A%2F%2Feprints.qut.edu.au%2F227460%2F&rft.identifier=Faculty+of+Business+%26+Law%3B+School+of+Advertising%2C+Marketing+%26+Public+Relations