THE ANALYSIS OF SUPERSTITIONS’ ROLE IN INNOVATION

The studies for the marketing applications, such as in value creation concept, mostly focus on the social and cultural variables. superstition concept has not been focused deeply. superstitions have been supposed unimportant and considered as a concept related with religion. cultural superstitions are effective in case of customers’ acceptance of innovation and innovative products. the main objective of the study is, to investigate the impact of the superstitious beliefs in adaptation of consumers to innovations. in this context, questionnaire method is used. the statements about the variables forming superstitions and innovation concept are used, while forming the questions in questionnaire form. passive superstitious beliefs about superstitions are emphasized. the data collected with questionnaire method are analyzed with spss 15 program. as a result of the study, the passive superstitious beliefs are stated as effective in customers’ adaptation to innovation.