Who believes in astrology?: Effect of favorableness of astrologically derived personality descriptions on acceptance of astrology

Participants judged contemporary personality descriptions of odd-numbered astrological Sun signs to be more favorable than descriptions of even-numbered signs. Those born with the Sun in an odd-numbered sign expressed more belief in astrology than those born under an even-numbered Sun sign. These findings suggest that one determinant of acceptance of astrology is the favorableness of the character analysis it offers. Implications for previous research on belief in astrology are discussed.