Consumers' Views of Feng Shui: Antecedents and Behavioral Consequences

Chung Leung Luk; Wendy W.N. Wan; Raymond P.M. Chow; Cheris W.C. Chow; Kim Shyan Fam; Peiguan Wu; Sarang Kim

doi:10.1002/mar.20537

Consumers' Views of Feng Shui: Antecedents and Behavioral Consequences

Chung Leung Luk, Wendy W.N. Wan^*, Raymond P.M. Chow, Cheris W.C. Chow, Kim Shyan Fam, Peiguan Wu, Sarang Kim

^*Corresponding author for this work

Research output: Contribution to journal › Article › peer-review

9 Citations (Scopus)

Abstract

Consumers have three views about Feng Shui: instrumental, spiritual, and minimalist. According to the instrumental view, Feng Shui arrangements can affect luck and fortune. The spiritual view treats Feng Shui as part of one's spiritual life and cultural identification. The minimalist view dismisses Feng Shui as superstition. We developed psychometric scales for measuring these three views and the intention to make Feng Shui-related purchase, and conducted two studies to establish the reliability and validity of these scales. The participants in Study 1 were 331 university students; 180 working adults were the participants in Study 2. These three views of Feng Shui have different antecedents. Their effects on the intention to make Feng Shui-related purchase are also different. The effect of the instrumental view is positive and the strongest, but that of the spiritual view and the minimalist view is weakly positive and negative, respectively. The marketing implications of these findings are discussed.

Original language	English
Pages (from-to)	488-501
Number of pages	14
Journal	Psychology and Marketing
Volume	29
Issue number	7
DOIs	https://doi.org/10.1002/mar.20537
Publication status	Published - Jul 2012
Externally published	Yes

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title = "Consumers' Views of Feng Shui: Antecedents and Behavioral Consequences",

abstract = "Consumers have three views about Feng Shui: instrumental, spiritual, and minimalist. According to the instrumental view, Feng Shui arrangements can affect luck and fortune. The spiritual view treats Feng Shui as part of one's spiritual life and cultural identification. The minimalist view dismisses Feng Shui as superstition. We developed psychometric scales for measuring these three views and the intention to make Feng Shui-related purchase, and conducted two studies to establish the reliability and validity of these scales. The participants in Study 1 were 331 university students; 180 working adults were the participants in Study 2. These three views of Feng Shui have different antecedents. Their effects on the intention to make Feng Shui-related purchase are also different. The effect of the instrumental view is positive and the strongest, but that of the spiritual view and the minimalist view is weakly positive and negative, respectively. The marketing implications of these findings are discussed.",

author = "Luk, {Chung Leung} and Wan, {Wendy W.N.} and Chow, {Raymond P.M.} and Chow, {Cheris W.C.} and Fam, {Kim Shyan} and Peiguan Wu and Sarang Kim",

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T2 - Antecedents and Behavioral Consequences

AU - Luk, Chung Leung

AU - Wan, Wendy W.N.

AU - Chow, Raymond P.M.

AU - Chow, Cheris W.C.

AU - Fam, Kim Shyan

AU - Wu, Peiguan

AU - Kim, Sarang

PY - 2012/7

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AB - Consumers have three views about Feng Shui: instrumental, spiritual, and minimalist. According to the instrumental view, Feng Shui arrangements can affect luck and fortune. The spiritual view treats Feng Shui as part of one's spiritual life and cultural identification. The minimalist view dismisses Feng Shui as superstition. We developed psychometric scales for measuring these three views and the intention to make Feng Shui-related purchase, and conducted two studies to establish the reliability and validity of these scales. The participants in Study 1 were 331 university students; 180 working adults were the participants in Study 2. These three views of Feng Shui have different antecedents. Their effects on the intention to make Feng Shui-related purchase are also different. The effect of the instrumental view is positive and the strongest, but that of the spiritual view and the minimalist view is weakly positive and negative, respectively. The marketing implications of these findings are discussed.

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Consumers' Views of Feng Shui: Antecedents and Behavioral Consequences

Abstract

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