Firstly, superstitions often offer a sense of control and predictability in a world that can be unpredictable and uncertain. They provide a kind of mental comfort to people when faced with situations that they cannot fully understand or explain.

Secondly, superstitions are often deeply rooted in cultural and religious beliefs. They have been passed down through generations and are ingrained in the collective consciousness of a society. Even if people do not fully believe in these superstitions, they may still adhere to them out of respect for their cultural or religious heritage.

Thirdly, superstitions can serve as a form of social bonding and cohesion. They provide a shared belief system that brings people together and reinforces group identity. For example, many sports teams have superstitions or rituals that they follow as a way to generate a sense of unity and camaraderie among team members.

Lastly, superstitions can also be perpetuated by the media and popular culture. TV shows, movies, and books often depict characters who believe in superstitions, which can influence people's beliefs and behavior. Additionally, the rise of social media has made it easier for superstitions to spread and gain traction among a wider audience.

In conclusion, superstitions persist in modern society because they offer a sense of control, are deeply ingrained in cultural and religious beliefs, foster social bonding, and are perpetuated by the media and popular culture. While some people may dismiss superstitions as irrational or outdated, they continue to play a significant role in shaping human behavior and belief systems.