Iowa State University Capstones, Theses and Graduate Theses and Dissertations Dissertations 2020 Why do I buy number 8? – A sequential mixed methods study on auspicious consumption in China Danqing Yu Iowa State University Follow this and additional works at: https://lib.dr.iastate.edu/etd Recommended Citation Yu, Danqing, "Why do I buy number 8? – A sequential mixed methods study on auspicious consumption in China" (2020). Graduate Theses and Dissertations. 17972. https://lib.dr.iastate.edu/etd/17972 This Thesis is brought to you for free and open access by the Iowa State University Capstones, Theses and Dissertations at Iowa State University Digital Repository. It has been accepted for inclusion in Graduate Theses and Dissertations by an authorized administrator of Iowa State University Digital Repository. For more information, please contact [email protected]. Why do I buy number 8? – A sequential mixed methods study on auspicious consumption in China by Danqing Yu A dissertation submitted to the graduate faculty in partial fulfillment of the requirements for the degree of DOCTOR OF PHILOSOPHY Major: Sociology Program of Study Committee: Daniel Krier, Major Professor Kyle Burgason Tonglu Li David Schweingruber Tony Smith The student author, whose presentation of the scholarship herein was approved by the program of study committee, is solely responsible for the content of this dissertation. The Graduate College will ensure this dissertation is globally accessible and will not permit alterations after a degree is conferred. Iowa State University Ames, Iowa 2020 Copyright © Danqing Yu, 2020. All rights reserved. ii TABLE OF CONTENTS Page LIST OF TABLES ………………………………………………………………………………………………………………........... v LIST OF FIGURES …………………………………………………………………………………………………………………….. vii ACKNOWLEDGMENTS …………………………………………………………………………………………………………… viii ABSTRACT ………………………………………………………………………………………………………………………………. ix CHAPTER 1. INTRODUCTION ……………………………………………………………………………………………………. 1 Significance of the Research ……..…………………………………………………………………………………………….. 9 CHAPTER 2. LITERATURE REVIEW …………………………………………………………………………………………….. 9 Sociology of Consumption ……………………………………………………………………………………………. 9 Magic …………………………………………………………………………………………………………………………. 13 Weber’s Magic, Capitalism and Rationality in China ……..……………………………………………. 19 Superstition ……………………………………………………………………………………………………………….. 26 Neo-Confucianism ......………………………………………………………………………………………………… 29 Historical Context of Magic in Contemporary China …………………..………………………………. 32 Chinese Folk Religions ………….……………………………………………………………………………………. 34 Empirical Studies on Demographic Factors ….…………………………………………………………….. 39 Rationale of the Inquiry ……………………………………………………………………………………………… 42 Research Questions ……………………………………………………………………………………………………. 44 CHAPTER 3. METHODOLOGY ………………………………………………………………………..……………………….. 46 Sequential Mixed Methods Design …………………………………………………………………………….. 46 Strengths and Challenges of the Sequential Mix-method Design ..……………………………… 48 Grounded Theory Analysis ………..……………………………………………………………………………….. 49 Sampling and Recruitment ……………………………………………….……………………………. 50 Data Collection ….…………………………………………………………………………………………… 51 Data Analysis ………………………………………………………………………………………………….. 52 Translation ……………………………………………………………………………………………………… 55 Participants ……………………………………………………………………………………………………. 55 Secondary Data Quantitative Analysis ………….……………………………………………………………. 56 Introduction of CGSS (2010) Data …………………………………………………………………… 57 CGSS (2010) Methodological Approach ………………………………………………………….. 57 CGSS (2010) Sampling …………………………………………………………………………………….. 58 Research Questions and Hypotheses …………………………………………………………………………. 60 CHAPTER 4. FINDINGS OF GROUNDED THEORY STUDY A. ……………………………………………………… 65 How Do People Practice AC Today? ……………………….………………………………………………….. 65 Defining the Objectives of Auspicious Consumption …….……………………………………………. 65 Manifestations of Auspicious Meanings in AC ……………..…………………………………………….. 66 Homophony ……………………………………………………………………………………………………. 66 Numeric Homophone ……………..………………………………………………………….. 67 Non-numeric Homophone …………………..……………………………………………… 68 Symbolic …………………………………………………………………………………………………………. 69 What Do People Consume Today? ……………………….……………………………………………………. 71 Auspicious Objects ……………………………..……………………………………………..…........... 72 iii Accessories and Decorations ………………………………………………………………. 73 Clothing ………………………………………………………………………………………………. 76 Consecrated Objects ………………………………………………………………..…………. 77 Plants ………………………………………………………………………………………………….. 77 Pets …………………………………………………………………………………………………….. 78 Art ………………………………………………………………………………………………………. 78 Auspicious Services ………………………………..………………………………………………………. 79 Fengshui and Numerology Counselling ……………………………..………………… 79 Fengshui Counselling Examples ……………..……………………………….. 81 Numerology Counseling Examples …………………………………………… 88 Ritual services …………………………………………………………………………………….. 84 Ritual Service Examples ..…………………………………………………………. 85 Consecration ………………………………………………………………………………………. 87 Consecration Examples …………………………………………………………… 88 Auspicious practices ………………………………………………………………………………………. 88 Auspicious Practice Examples …………………………………………………. 89 Prevalence of AC ……………………………………………………………………………………………………….. 94 Customary AC ………………………………………………………………………………………………… 94 CHAPTER 5. FINDINGS OF GROUNDED THEORY STUDY B. ……………………………………………………… 98 Motivational Factors of Auspicious Consumption ………………………………………………………. 98 Belief in AC ………………………………………………………………………………………………………………. 100 Ambiguous AC believers ……………………………………………………………………………….. 101 AC Believers …………………………………………………………………………………………………. 103 AC Nonbelievers …………..………………………………………………………………………………. 104 Authentic Buddhist and Daoist ……………………………………………………………………… 104 Belief in Fengshui …………………………………………………………………………………………. 105 Symbolic Motivation ………………………………………………………………………………………………… 107 Conspicuous Motivation …………………………………………..………………………………….. 107 Conformity with the Majority (Bandwagon) …………………………………………………. 110 Face-Maintaining Conformity (Propriety) ……………………………………………………… 110 Psychological motivation …………………………………………………………………………………………. 112 Affect …………………………………………………………………………………………………………… 112 Gaining Positive Feeling (Cheering Up) ………………………….…………………………….. 115 Cope with Uncertainty ……………..………………………………………………………………….. 116 Spiritual Sustenance ……………………………………………………………………..……………… 118 Habit ………………………………………………………………………………………………………………………… 118 CHAPTER 6. FINDINGS OF SECONDARY DATA QUANTITATIVE STUDY …………………………………… 120 Statistical Analysis and Results …………………………………………………………………………………. 120 Prevalence of Belief In Magic ……………………..……………………………………………………………. 135 Demographic Factors and Participation in AC …………………………………………………………… 136 Prevalence of AC ……………………………………………………………………………………………………… 140 Structural Equation Modelling (SEM) Analysis …………………………………………………………. 143 SEM for Participation in AC Model A ……………………………………………………………. 145 SEM for Participation in AC Model B…………………………………………………………….. 145 iv CHAPTER 7. DISCUSSION AND LIMITATIONS ……………………………………………………..………………… 149 Discussion for the Grounded Theory Study ……….…………………………………………………….. 149 What Do Chinese People Practice for Auspicious Consumption Today? .......... 149 Motivations of Auspicious Consumption in China …………………………………………. 150 AC Beliefs vs. Motivations …………………………………………………………………………….. 155 Magic Belief, Religious Belief and AC ……………………………………………………………. 156 Rationality and Auspicious Consumption ………………………………………………..……. 157 Discussion for the Quantitative Study ……………………….……………………………………………… 161 Popularity of AC ……………………………………………………………………………………………. 161 Popularity of Belief in Magic …………………………………………………………………………. 162 Demographic Factors and AC ……………………………………………………………………..… 162 SEM Model of AC Motivational factors of AC ……………………………………………….. 163 Summary of Hypotheses ………………………………………………………………………………. 165 Limitations ……………………………………………………………………………………………………………….. 168 CHAPTER 8. CONCLUSION AND IMPLICATIONS ……………………………………………………………………. 171 CHAPTER 9. CONTRIBUTIONS AND IMPLICATIONS …………………………………….………………..………. 173 REFERENCES ………………………………………………………………………………………………………………………… 176 APPENDIX A. IRB APPROVAL ………………………………………............................................................ 191 APPENDIX B. INFORMED CONSENT ……………………………………………………………………………………… 192 v LIST OF TABLES Page Table 1. Participants Demographics …………….………………………………………………………………………... 55 Table 2 . AC beliefs, Religiosity, Motivations and Psychological Factors ..……………………………… 106 Table 3. Selection of Scales ………………………………………………………………………………………………….. 122 Table 4. Description of Coding for All Variables …………………………………………………………………… 123 Table 5. Spearman's Rank Correlations for Belief in Magic and Single Measure of Participation in Customary AC ………..………………..……………………………………………………. 124 Table 6.1 Standard Parameter Estimates from CFA for Belief in Magic for Combined Customary AC …………………….…………………………………………………………………………………… 125 Table 6.2 Standard Parameter Estimates from CFA for Belief in Magic for Combined Non-customary AC ……………….…………………………………………………………………………………. 125 Table 6.3. Standard Parameter Estimates from CFA of Belief In Magic for Combined All Ac … 126 Table 7. Spearman's Rank Correlations for Combined Belief in Magic and Combined AC Participation …………………………………………………………………………………………………………….. 127 Table 8. Spearman's Rank Correlations of Single Measure of Belief in Buddhism and/or Daoism and AC Participation …………………..……………………………………………………………….. 128 Table 9. Standard Parameter Estimates from CFA for Belief in Magic in H3 …..…………………….. 129 Table 10. Spearman's Rank Correlations of Belief in Magic