Superstition are usual phenomenon in every culture especially in Asian culture (Chinchanachokchai & Pongsakornrungsilp & Pusaksrikit, 2017 as cited in Togler,2007) in terms of risk-taking behavior. Chinese consumers are ready to pay for the premium if the phone number are consisting of the combination like 888. Chinese consumers believe that number 8 are associated with luck and prosperity (Chinchanachokchai et al 2017 as cited in Yardley, 2016).
A study said that believing in superstition can have positive effect in the performance of some sport athletes confidence by reducing anxiety levels and psychological stress (Chinchanachokchai et al 2017 as cited in Burger &Lynn, 2005; Shipper & Van Lange, 2006; Foster Weigard, & Baines 2006).
Some risk-taking behavior of people can lead to many several individual problems such as mental problems, addiction, loss of financial and also in the relationship with the other people (Chinchanachokchai, et al 2017 as cited in Hume & Mort,2011).
Generally those people who are intact in superstitious beliefs and behaviors reduces some mental problems and provide a sense of control that they know what to do and avoid things that can ruin their strategy during times of social uncertainty. Superstitious people are more incline to increase in superstitious behavior when they participate in activities in which they are uncertain about. When a participant assigned to use a certain lucky item, their confidence will significantly increase by thinking that they will succeed and win. People who believe in superstition think that there are two categories of outcome of events: good luck and bad luck.
When a person believes in a superstition they may think that they can control the situation and can predict what may happen to them (Carey Morewedge 2016). For an instance, a tennis player may believe that eating turkey sandwich can give him lucky power. Thus, his confidence will increase with the thought that he will win the match. When the tennis player feel nothing special happened in the end of the match he will conclude that superstition doesn’t make sense.
When something bad happen to a person they become desperate to find reason and who to blame with their misfortune. As a superstitious person it can help them to hide their mistakes by blaming luck and they will say that no one can control everything except God. In a study it revealed that stress can make people not only believe in rituals but also in conspiracy and as a result, they can see more things that really do not exist.