Inquirer BusinessPHfinanceAug 28, 2026, 1:58 AMImpact 32.4

What Ghost Month teaches marketers about consumer behavior

Nearly two decades ago, we purchased our family dream home. The documents had been signed; the keys were in our hands, and everything was ready for us to move in. Yet we waited until Ghost Month had ended. To some, this may seem like an unusual decision. Why postpone moving into a house that was