Superstitions influence business decisions

While most businesspeople argue that they are rational and make decisions based on facts, the reality is like many in the rest of society, superstitions can influence what they think and do. There are a number of well-known superstitions that influence businesses. And some that are not as familiar. Businesspeople often have lucky clothes or charms that they wear or carry with them. They believe these things empower them and give them confidence, especially when making a big deal. Not to worry about others making fun of a lucky shirt or shoes. The people they are dealing with probably have their own lucky charms and clothes to ensure that they get the best deal. Power ties are well-known lucky charms. Ralph Smothers, President at Ralph's Joy of Living in Tiffin, is known for his purple shoes. "I don't know if I would call my dress code a superstition, but I never go anywhere without putting on a pair of purple shoes," Smothers said. "At this point, if I wasn't wearing them, people would probably think there is something wrong with me or the business." Friday the 13th is a superstition that affects 9% of all Americans. It is estimated businesses lose $800 million-$900 million in sales on that day because of superstitious customers who stay home and do not make purchases. Some companies use this for marketing purposes. A number of insurance companies reduce their premiums by stressing that Friday the 13th is coming up. Feng shui, the Chinese art of placing objects to balance the flow of energy, is one of the most common superstitions in business. It is believed this practice has the power to create productive chi throughout the business. This increases positivity, leading to higher profits. Numerology appeals to how people recognize patterns The favorite numbers for business are 6, 5, 9 and 1. Fortune 500 companies' names often include these numbers. Many office buildings go from floor 12 to 14 and are missing a 13th floor. Airports often do not have a gate 13 for fear of that number. A full moon is another superstition to which businesses react. Starting or finishing projects when the moon is full is believed to bring good luck. Others believe beginning a new business or making a deal during the new moon can lead to disastrous results. Believers of the bad luck full moon think their money will be squandered if they make deals on those days. Colors used in the logo of the business and other aspects of the business often have meaning beyond appealing to customers. Entrepreneurs are known as being fond of certain colors that bring them and their businesses luck. Clean toilets in a business are also believed to bring good luck. Of course there may also be a practical aspect of this in terms of what the company thinks of its customers and employees. Keeping the toilet lid closed is a feng shui principle that keeps prosperity and abundance from going down the drain. Money tree plants are a traditional symbol of good luck and fortune. This has its roots in the southeast Asian bonsai plant. It is purported to bring wealth to entrepreneurs due to its stems sprouting seven leaves. Kids often cross their fingers for good luck. Many believe this superstition works. One of the reasons it is believed to bring good fortune is because crosses symbolize power and unity. Positive wishes may motivate them to be realized. Smothers said there is another story behind his lucky purple shoes. "The real reason I wear purple shoes every day is my Dad. He loved them and that's good enough for me." Hopefully reading this column will bring you good luck today. Dr. Haan is Professor of Marketing and Entrepreneurship at Tiffin University. He can be reached at haanpc@tiffin.edu.