Color carries meaning and can influence consumers' thoughts, feelings, and behaviors.
Many disciplines, such as neuroscience, psychophysics, visual cognition, and biology have …

Traditionally, research on superstition and magical thinking has focused on people's
cognitive shortcomings, but superstitions are not limited to individuals with mental deficits …

Color psychology plays important roles in product packaging, the retail environment, and
online marketing. This study analyzed current practices related to color composition in …

From beverages to consumer electronics, marketers are using color in innovative ways.
Despite this, little academic research has investigated the role that color plays in marketing …

We show that superstitions—beliefs without scientific grounding—impact the investment and
risk-taking of Chinese firms. We focus on widely held beliefs in bad luck during one's “zodiac …

This study aims to increase our understanding of the effects of food pictures in formulating
customers' expectations and performance evaluation, which, in turn, affect customer …

In Chinese culture, certain digits are lucky and others unlucky. We test how such
numerological superstition affects financial decision in the China initial public offering (IPO) …

This research examines how gold-related color in atmospherics might influence customer
tipping behavior at restaurants. A series of five studies shows that the color gold (as …

There are many opportunities in everyday life to associate consumer products with success
or failure. For example, when a basketball fan drinks a particular brand of soda while …

Many scholars have argued that rituals serve to help individuals cope with challenges that
arise under uncertain conditions. Ongoing research has been examining this claim with data …