Current Issue


Volume IX, Number 3 | summer 2016


A 2011 study found that Chinese consumers are charged more due to “superstitious manipulations” of retail prices—fives and sixes appear more often than unlucky fours, eights and nines more than unlucky sevens. “Retailers,” the study reported, “are the clear winners.”

It is so difficult not to become vain about one’s own good luck.

- Simone de Beauvoir, 1963


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