Woo, Chi-Keung; Horowitz, Ira; Luk, Stephen; Lai, Aaron - In: Journal of Economic Psychology 29 (2008) 1, pp. 35-53
We estimate a hedonic price model of willingness to pay (WTP) for superstition. The model explains WTP measured by winning bids in Hong Kong license-plate auctions through numeric and alpha-numeric sequences catering to culturally-sensitive superstitions, tempered by self-expression, economic...