It was very clear from the data that number-searching is a social activity.
Many partici-pants described trips to search for lucky numbers as a part of their social life patterns.
Searching for lucky numbers was frequently undertaken with their families, colleagues or
peers as a regular part of their monthly entertainment. Doing this as a group can be a
very important part of the process and may be due in part to the collectivist nature of
Thai culture. Interestingly, participants who are not superstitious still participate in these
types of socialisation events and superstitious rituals. They ﬁnd them entertaining and
enjoy the process even if they do not believe that it will impact the outcome of the
lottery. The enjoyment they derive from these rituals is a major reason why they
continue playing the lottery. Some of the participants even join the trip so they do
not feel left out even if they are not personally superstitious. Jan, a 25-year-old civil
servant, said she goes out to look for lucky numbers ‘because everyone around me plays
lotteries, so when they go to search for lucky numbers if you don’t go with them, you
may feel left out.’The group socialisation process was present throughout participants’
lottery consumption experience from selecting numbers, actually purchasing the lottery
tickets, and watching the lottery draw. For example, on the lottery draw day, a group of
friends may come together and watch the lottery draw show on TV together. In addition,
learning from those around them during these social events through observation and
imitation may make them gamble more than they would otherwise. Interestingly, while
some participants may not initially believe in the superstitious rituals, the act of per-
forming the rituals with and around others may persuade them that they actually work.
For example, after watching their friends or relatives win, some of these participants
perceived superstitious rituals more positively and were more likely to engage in (and
believe in) superstitious rituals themselves.