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Agenda

Agenda. Introduction to Superstition and Research Methodology Influence of Superstition on Business Decisions in Thailand Relationship between Superstition and In-Class Theory (very briefly) Conclusion.

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Agenda

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  1. Agenda • Introduction to Superstition and Research Methodology • Influence of Superstition on Business Decisions in Thailand • Relationship between Superstition and In-Class Theory (very briefly) • Conclusion Due to the confidential nature of some of the information included we ask you to not record this presentation in any way – Thank You!

  2. Research Methodology • Research Methodology: • Qualitative • Mostly Primary Sources • Interviews with company insiders

  3. Introduction to Superstition • Defintion: “a belief or practice resulting from ignorance, fear of the unknown trust in magic or chance, or a false conception of causation.” – Merriam Webster • Uncertainty is an important factor • Materializes in many forms: • Religion and other beliefs • Astrology and numerology • Fortune telling and tarot cards • Amulets, talismans, lucky charms

  4. Introduction to Superstition II • Paranormal beliefs give people a way to cope with lowly social and economic status • Superstitions are “spiritual help” • Determinants of Superstition:

  5. Determinants of Superstition • Age • Younger people are more superstitious than older ones • Gender • Women are more superstitious than men • Education • The higher the education the less superstitious • Income • Low socio-economic status, highly superstitious • Employment • Unemployed people are more superstitious • Marital status • Single, divorced, widowed are more superstitious • Religion • Highly religious people do not believe in tarot cards, astrology, etc. • But their religious devotion can be taken also as another form of superstition

  6. Influence of Superstition in Business • Hiring Decisions • Facial Features • Zodiac • Timing and Marketing • Number 9 • Auspicious Dates • Planetary Alignments

  7. Influence of Superstition in Business II • Location and Building Design • Feng Shui • Symbols, Artefacts and Packaging Designs • Logo Design / Packaging • Statues • Spirit Houses • Other (Confidential)

  8. Superstition and Cultural Dimensions • As far as we have found, only one cultural dimension can be held somewhat accountable for superstitious practices, namely Hofstede’s uncertainty avoidance. • Superstitions seem to represent constructs to explain the unknown or unexplained, as well as a form of giving emotional support to people. • E.g.: This is expressed in the Thai peoples reverence towards images of Buddha and their love of talismans.

  9. Conclusion • We have shown, that superstitious beliefs and practices influence a wide spectrum of business decision, reaching from decisions on who to hire, to decisions in which direction the front door of the office should be pointing. • We have however also found flaws in the original research on superstition. It stated that people who were the most superstitious were young, uneducated and had a low socio-economic status. In our research however, we found that the most superstitious were usually well educated and wealthy top-level managers. • It also remains to be seen what, if any quantifiable influence superstitious beliefs have on the success of businesses. This would be an area that requires more research.

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