Astrology Can Influence Buying Habits, Multiple Studies Suggest


Marketers use all kinds of tools and methods to influence consumers and, according to the successful results generated through several studies, these gurus might do well to incorporate astrology into their marketing strategy.

Studies examine the role of astrology in consumer behavior

Vincent–Wayne Mitchell of the University of Manchester’s Institute of Science and Technology was one of the first to look at the role of astrological signs and elements in market segmentation with his 1995 study published in a paper titled “The Stability of Astrology as a Segmentation Variable.”

Mitchell continued in this direction with another study in 1997 along with research associate Sarah Tackett. The researchers used data from the British General Household Survey.

Their findings revealed that astrology had “a significant, and sometimes predictable, effect on purchasing behavior in the leisure, tobacco and drinks markets,” Astrology News Service reported.

Research astrologer Courtney Roberts, MA, who is President of Canaveral Research and organizer of the Kepler Conference on astrological research, said another study followed which use different household survey data, but replicated the earlier results.

In 1998, Mitchell followed up with a third published study. Mitchell states in the opening of the study: “Date of birth potentially combines the measurement advantages of demographics with the psychological insights of psychographics when interpreted through an astrological framework.”

Simplifying, Mitchell is stating that looking at the target markets of leisure, tobacco, and alcohol, buying behavior varied according to the date of birth of the participants in the study.

Differences in masculine and feminine zodiac signs

Just as many languages have masculine and feminine references in “grammatical gender,” a division of masculine and feminine exists in tropical (Western) astrology.

Looking on this zodiac wheel, every other sign alternates between masculine and feminine, beginning with Aries as masculine, Taurus as feminine, and so on.

Synchronously, there is a division between masculine and feminine signs among the elements of Fire, Earth, Air, and Water.

All of the Fire signs are masculine: Aries, Leo, and Sagittarius, as are all of the Air signs of Gemini, Libra, and Aquarius.

All of the Earth signs are feminine: Taurus, Virgo, and Capricorn, as are all of the Water signs of Cancer, Scorpio, and Pisces.

In a paper published in 2000 by Kwak, et al, it also had similar findings which showed that astrological signs and elements of Western astrology influence consumer behavior.

In the study, using 239 college students as subjects, the researchers purposely designed and administered their survey questions to measure impulsive and compulsive buying patterns, as well as overall evaluations of the products and services.

The Kwak study showed differences in buying habits in masculine versus feminine signs.

“The Kwak study indicated that the masculine signs are more inclined to impulse buying while the feminine signs are not,” Roberts said.

“Also, the researchers couldn’t find any significant zodiacal differences in the students’ rating of product quality but did find that water signs tend to rate customer service higher than non-water signs.”

These results were replicated in a 2011 study in a paper published by authors Mustafa, G., et al. The study was designed to ascertain buying preferences and habits and surveyed 445 young consumers.

Mustafa also found that Fire signs made more impulsive and instant buying decisions, while Water signs were more restrained. Mustafa concluded from the study that the date of birth does have an effect on consumer buying patterns.

Rising signs and elements influence buying habits among women

Portugal’s Center for the Study of Public and Social Economy published a paper in 2015 of a study that conducted a face-to-face survey of 400 female participants. In the study, authors Mehmet and Kubilay analyzed the sun signs and rising signs of women by their astrological elements of Fire, Earth, Air, and Water.

To determine a rising sign, you need a natal chart to determine the astrological sign that was rising on the eastern horizon at the time of an individual’s birth.

The study by Mehmet and Kubilay found that astrological elements can influence which items women are more likely to buy, as well as where they prefer to shop.