Subbotsky, E.V.
Lancaster University
Abstract
Background. The question of the nature of magical thinking has long remained a subject of debate in psychology. The classical view of J. Piaget, which regards magical thinking as a dominant feature of preschool age that disappears with maturation, contradict the findings of contemporary research. The relevance of this study is driven by the need to reconsider the role of magical thinking in cognitive development and everyday life, as well as to explore possibilities for its practical application in education, communication, and advertising, given the persistence of magical and superstitious beliefs even in highly industrialised societies.
Objective. The aim of this study is to analyse the phenomenon of magical thinking in children and adults, to examine the functions of magical thinking and belief in the magical, and to investigate the potential practical applications of this phenomenon.
Methods. The study employed a review of classical and contemporary research on the phenomenon of magical thinking, including cross-cultural comparisons.
Results. It is demonstrated that magical thinking does not disappear with age but rather undergoes transformation, coexisting with rational beliefs. In preschool-aged children, despite verbal rejection of magic, they exhibit genuine belief in it through practical actions. Among educated adults, magical thinking persists in a latent form, becoming activated in situations of high uncertainty or personal significance (such as health or life risks). Key functions of magical thinking are identified: the fulfillment of unrealised desires, the liberating role of fantasy, animism as a mechanism for understanding the world, the creation of meaning, and the illusion of control. It is shown that incorporating magical elements into tasks fosters creativity and improves the distinction between fantasy and reality in children, while in adults, it enhances brand recall in advertising.
Conclusions. Magical thinking is a fundamental feature of the human psyche that persists throughout life and coexists with
rational thought. Magical thinking performs numerous positive functions and may find practical applications in psychotherapy,
education, commercial advertising, medicine, politics, and the entertainment industry.
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To cite this article:
Subbotsky, E.V. .
The Inevitability of Magic: From Piaget’s Theory to Advertising. // National Psychological Journal
2026. 3. Pages20-33. doi: 10.11621/npj.2026.0302
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