Editor's note: This column is part of 'Why Do We?' — a weekly video series hosted by culture expert Martin Lindstrom that untangles unique quirks of human behavior. Click here for the full series page.
Why do we keep checking out glossy magazine horoscopes even though they're wrong at least half of the time?
Are you superstitious? Before you answer, know that being superstitious isn't a bad thing; rather it's one of those intricate layers of the human condition that helps make us who and what we are.
But let's change the question slightly: Do you ever knock on wood? Or panic when you spot a black cat crossing the road (I did... but 7 months later and still nothing has happened — knock on wood).
Some would argue that horoscopes are no different. Now, of course I've read a horoscope here or there. Most of the time I get halfway through before I come to and think, "What rubbish!"
Oh, I'll find the love of my life in the next month, will I? Well guess what — I've already found that person! A depressing time lurks ahead? Come on, I'm having loads of fun. And yet a month passes and maybe just out of curiosity I find myself flicking to the back pages.
In 1995, Kelly Fox had the foresight to transfer her certified astrology knowledge to the net. The result? Astrology.com – a site which quickly would fulfill the astrological needs for millions seeking a hint, a wink, or just a bit of guidance along the way. Astrology TV came next, once again capturing the world's attention — mine included.
I caught up with Kelly to dig a little deeper into a trade that has been around since the 2nd millennium BCE. Despite my misgivings, to Kelly, astrology is no joke. It works. And not only that, she uses it to help organize and order her daily life. So much so that if the stars don't align, Kelly has days where she won't leave her house!
As we got to talking about faith, the predictability of the future, and the importance of reading the signs — leading both to fortune in some cases and gloom in others — I started to think back on my own superstitions and lack thereof.
Can we discount something that has been around for so long? In talking to Kelly, I learned that royal families have been using astrology for centuries. Same with the ultra rich, who use astrology as a tool to grow their fortunes. Maybe there's more to it than meets the eye...
But back to those glossy magazines: Kelly isn't the biggest fan. And that's putting it nicely.
But she did share an insight which, after learning, has made me change my habits forever. Perhaps you will change as well, but you'll have to hear it from her directly! Click here to watch my interview with Kelli Fox – illustrated by the iconic Liza Donnelly.
Uncommon Knowledge
Newsweek is committed to challenging conventional wisdom and finding connections in the search for common ground.
Newsweek is committed to challenging conventional wisdom and finding connections in the search for common ground.
About the writer
Martin Lindstrom is the author of several New York Times best-selling books, including "Buyology," "Small Data," "Brandwashed," and "The Ministry ... Read more
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