The Interpersonal Hot Hand Fallacy: Endorsement of Promotional Games by Previous Winners

Sandra Laporte
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Sandra Laporte: HEC Paris - Recherche - Hors Laboratoire - HEC Paris - Ecole des Hautes Etudes Commerciales

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Abstract: The article focuses on the impact of interpersonal similarity on the participation of consumers in promotional games based on chance. Results of a survey show that consumers are most likely to join promotional games based on chance if they find similarities with the previous winners. Such similarities will motivate consumers to believe that they have more chances to win the game.

Keywords: Consumer behavior; similarity; game theory (search for similar items in EconPapers)
Date: 2009
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Published in Advances in Consumer Research, 2009, Vol.36, p.1031-1033

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-00576811

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