People in Thailand are preoccupied with supernatural forces. One common sight is a “spirit house,” a miniature dwelling intended for protective ghosts. Some include electric wiring and indoor lighting: you will even find them in 7-Eleven convenience stores throughout the country. Thais spend about $63 million per year on visits to fortune tellers. Stores sell amulets for good luck next to breath mints, and horoscope books next to junk food. There are YouTube channels devoted to fortune telling and computer programs like “Feng Shui Master.” Which supposedly helps to predict the future of gold prices.

How do consumers in the United States compare? Interview people you know about any “magic” items they own (e.g. how many of your friends have a lucky charm or hang a St. Christopher medal or some other object from their rearview mirrors?) Get them to describe their feelings about these objects and tell how they acquired their magical properties. How would they feel if they lose these special items?