This article documents the development and validation of a multidimensional superstition scale (MSS). Superstition is conceptualized as a three dimension personality trait: belief in culturally shared superstitions, superstitious pessimism and magical thinking rituals. We carried out three...

Knowing and identifying superstitious consumers enable firms to propose products or services which are not opposite to the superstitious practices of consumers. An exploratory study; 10 interviews and 4 collects of data (N = 484) were conducted in order to both identify the dimensions of...

This article aims at understanding consumers’ morningness or eveningness orientation. A qualitative study (N=10) among consumers added with a quantitative study (N=130) aimed at developing a scale. These studies show that the tendency to be a morning/evening person influence constrained...

Superstitious beliefs influence a wide range of decisions and activities in the everyday life. Yet, superstition has received little attention in the consumer behaviour literature, which is surprising since superstitious behaviours are found in numerous related domains, such as sports (Schippers...

We will explore consumers’ motivations to use Internet to give objects still usable but they do not use anymore. Two focus groups and seventeen semi-conduct interviews enable us to understand that consumers use Internet to give objects 1) for ideology; 2) for practical motivation; 3) to take...

This paper aims at having a better understanding of consumers’ motivations and restraints towards reselling online objects which can still be used but they do not use anymore and at defining a typology of these consumers. Two focus groups and nineteen semi-directive interviews were conducted....

Hanging up our coat, tidying our desk, classifying our books, what meanings do these mundane practices convey? Extending Mary Douglas’s work, this article investigates tidiness from the angle of symbolic pollution. Based on photo-elicitation, it shows that, similarly to symbolic pollution...