The effect of superstitious beliefs on performance expectations

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Conditioned Superstition: Desire for Control and Consumer Brand Preferences (2013, background): “Using a familiar (vs. exotic) deck of cards resulted in increased wagers (Bouts and Avermaet 1992), and TV viewers with higher levels of mental engagement during a Super Bowl broadcast perceived a greater responsibility for the outcome (Pronin et al. 2006).”
Exciting red and competent blue: the importance of color in marketing (2012, background): “Yet we cannot ignore that perceptions and meanings of colors vary across cultures ( Block and Kramer 2009; Chebat and Morrin 2007; Madden et al. 2000), even though some evidence indicates these differences are being eradicated.”