According to a Los Angeles Times article, guidelines in Chinese culture say skipping from 3 directly to 5 might have avoided a bunch of misfortune, principally frustrated purchasers who couldn’t get a connection to the Internet. After all, the Canon PowerShot G series goes from G3 to G5, and there’s no Nokia cell phone series beginning with 4. Hong Kong hotels often don’t have a fourth floor. Many Asian retailers avoid phone numbers that include a 4.
In some Chinese dialects, the word for 4 is pronounced almost identically to the Chinese word for death. In what Western consumers might call superstition and certain Chinese, Korean, and Japanese consumers would call good judgment, using 4 requires special caution.
But if 4 is so unlucky, how did four-leaf clovers get such a great reputation in other parts of the world? And if we stay with China, take note that 4 is considered lucky—not unlucky—by some residents of the Chiu Chow area, who speak a different dialect.
Acknowledge the power of shopper superstitions, even if you don’t accommodate every one of them. Superstitions are most likely to influence consumers at times of uncertainty and when there is information overload. Because we’re living in times of worldwide economic uncertainty and because today’s shoppers are exposed to monumental amounts of advertising and advice, we’d expect to see more of what resembles shopper superstitions.
Use this fact to improve your profitability. First off, distinguish two flavors of being superstitious. Researchers at University of Texas-Pan American, Ohio University, and China’s Chongqing Technology and Business University differentiate between consumers who do things like carry good luck charms and those who believe in the power of fate or karma regardless of what lucky charms they're packing.
Research at Dartmouth College and Columbia University suggests that for those who respect karma, you show extra perseverance in resolving any customer service complaints. Research at St. Louis University and Oklahoma University suggests that the other type of superstitious consumer will become a fan of your store if you pair positive shopping experiences with a memory aid, such as small items carrying your store logo.
Click below for more:
Tailor Loyalty Programs to Customer Culture
Let Shoppers Go Through Their Rituals
Use Consumer Karma to Build Repeat Business
Keep Creating Advocates for Your Business
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