Final answer:
People find appeal in horoscopes and fortune-telling because of the Barnum effect and the comfort provided by the perceived personalization. Astrology lacks empirical support but persists due to psychological needs for guidance and comfort.
Step-by-step explanation:
One logical explanation of why people find horoscopes, fortune-telling, and other such practices appealing is the Barnum effect, which refers to the tendency of individuals to accept vague and general personality descriptions as uniquely applicable to themselves. Despite many scientific tests showing that astrology lacks predictive power or any basis in known physical forces, psychological needs such as the desire for self-understanding, guidance, and reassurance in making life decisions can lead individuals to believe in astrology and spend money on it. Astrologers, aware of this, often use astrology as a tool for amateur therapy, providing affirmations and listening to clients' concerns, which can be comforting.
Moreover, sun sign astrology has been tested for its ability to predict success or personality traits, and the results have consistently shown a random distribution of birth dates among all signs, further debunking astrology's predictive claims. Nonetheless, the enduring popularity of astrology may lie in the very human need for comfort and the placebo effect of feeling heard and supported.