From Fear to Fortune: The power of superstition in international marketing
From Fear to Fortune: The power of superstition in international marketing

Summary/Abstract: Although superstition is commonly defined as an irrational belief in supernatural forces, it continues to play a significant role in the operations of companies within the global marketplace. As a cultural variable, superstition shapes consumer behavior, enhances emotional engagement, and exerts economic influence on business practices. Despite substantial advancements in technology, science, and education, superstition remains deeply embedded in social systems even in the twenty-first century. Over time, it has evolved into new forms that serve to reduce uncertainty and provide individuals with a sense of control or hope in unpredictable or adverse circumstances. Rooted in traditions, customs, religion, rituals, and narratives transmitted across generations, superstition persists across diverse cultural contexts. Paradoxically, in today’s modern digital society, where many uncertain phenomena have scientific explanations, belief in horoscopes, magic, and the symbolic power of objects, numbers, and animals continue to endure. Moreover, contemporary manifestations of superstition have emerged in digital environments, giving rise to what may be described as “digital rituals” or forms of “modern magic.”The aim of this paper is to examine the origins of superstitions, provide an overview of their historical relationship with marketing practices, and analyze the emergence of digital superstitions along with the associated risks. Drawing on secondary research, the study demonstrates that superstition remains a powerful and influential tool in the development of international marketing strategies.

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