Do consumers’ star signs influence what they buy?

Original and provocative findings that date of birth could have an effect on consumption prompted replication of this exploratory work. Date of birth potentially combines the measurement advantages of demographics with the psychological insights of psychographics when interpreted through an astrological framework. Using a different general household survey data set, consumption was again found to vary by date of birth within the alcohol, leisure and cigarette markets. Implications for segmentation and promotion are discussed.