Many are willing to incur a relatively high individual cost in order to adhere to an well-known superstition; but for for many, adherence is contingent on the the behavior of others

Invernizzi, Giovanna, Joshua B. Miller, Tommaso Coen, Martin Dufwenberg, and Luiz E. R. Oliveira. 2019. “Tra I Leoni: Revealing the Preferences Behind a Superstition.” OSF Preprints. January 16. doi:10.31219/osf.io/c5hx

Abstract: We investigate a superstition for which adherence is nearly universal. Using a combination of field interventions and a lab-style value elicitation, we measure the strength of peoples' underlying preferences, and to what extent their behavior is driven by social conformity rather than the superstition itself. Our findings indicate that both mechanisms influence behavior. While a substantial number of people are willing to incur a relatively high individual cost in order to adhere to the superstition, for many, adherence is contingent on the the behavior of others. Our findings suggest that it is the conforming nature of the majority that sustains the false beliefs of the minority.