According to consumer behavior analytics of John C. Mowen et. al., superstitions are employed as a heuristic tool hence those influence a variety of consumer behaviors.[35][2]John C. Mowen et. al. says, after taking into account for a set of antecedents, trait superstitions are predictive of a wide variety of consumer beliefs, like beliefs in astrology or in common negative superstitions (e.g., fear of black cats). Additionally, a general proneness to be superstitious leads to enduring temperament to gamble, participation in promotional games, investments in stocks, forwarding of superstitious e‐mails, keeping good‐luck charms, and exhibit sport fanship etc.[35][20]