By: Kyra Dorsey
On any given morning, millions of people roll over in bed, check their phones, and look at the weather, social media posts, or the latest headline. For some people, however, they ignore all of that and look at one thing: their horoscope. According to the Pew Research Center, about 30% of Americans turn to astrology for numerous reasons. Whether they consult the stars for entertainment purposes or because they genuinely believe the stars already set their fate is subjective. However, there is something undeniable, humans are complex beings with perplexing emotions who can face moments of tremendous uncertainty. This all leads people to desire a better understanding of themselves or to have something explain the unexplainable.
Humans have full autonomy over themselves. Researcher Johanna Geremia at the University of Massachusetts notes that many people act based on their religious beliefs, raising the question of how acting based on astrology is any different. Geremia also argued in her research that there is little to no scientific evidence that astrology is real; however, it is completely up to the individual to decide if they want to use it. According to psychology professor Joshua Hart at Union College in New York, people may often turn to astrology because it has the same “cosmic significance” as religion while also affirming the individual. “People have a strong desire to understand themselves in ways that cast them in a positive light,” Hart said. “This makes us more susceptible to any analysis that is positive.” He also explained that even if a specific zodiac sign has a “negative” trait associated with it, the trait may not necessarily be negative or it has a dual connotation. Meaning that there is a positive side.
Hart's explanation aligns closely with the Barnum Effect, a psychological phenomenon where people accept vague personality descriptions of themselves even though they may be generalizations that apply to everyone. Hart ties this concept to confirmation bias as well. “People simply attend to the parts of astrology that are consistent with what they already know or believe,” Hart said. “But they will disregard or ignore the parts that are inconsistent.”
If we look at this from a sociological perspective, astrology’s resurgence or consistent use within the past decade may be associated with broader periods of instability. Sociology professor Trica Noone at Georgia Southern University says that people may turn to less conventional things to get through uncertain times. “When times are particularly difficult I think people will try anything and everything to get through,” Noone said. Noone also notes that astrology may allow people to feel a sense of community in times of emotional instability. These practices do require intentional effort. “People may connect through Facebook groups,” Noone said. “It’s one of those things where if they connect with others, they will form a community.” This shows that astrology is a social and personal experience.
Now, research conducted at Georgia Southern University further suggests that astrology may function as a psychological tool rather than a belief system. The research was not solely about astrology and human understanding of the self. It was geared towards trying to find a correlation between narcissism and astrology. One of the researchers on the project, psychology graduate student Cieran Kaplan, said that astrology is neutral. “In truth, astrology itself is just a tool and nothing in it inherently promotes feelings of superiority,” Kaplan said. “I think it’s important to remember even if an activity is correlated with negative traits, this does not mean the activity is causing these characteristics.”Kaplan reinforced the idea that correlation does not equal causation.
Ultimately, astrology and its purpose may be less about it being scientifically correct and more about human psychology and sociology. Whether it is used for emotional reassurance or simple fun, astrology is continuing to fulfill one basic human desire: to feel understood in an unpredictable world.