Consumer Entry Decision in Promotional Games Based on Chance: Do the Perceived Odds of Winning Matter?

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 analyzes the impact of design characteristics and factors of promotional games based on chance on the participation likelihood of consumers. One significant factor that consumers always consider is the number of prizes and the number of winners. Results of a survey show that the number of prizes and winners contribute to the attractiveness of the game. Moreover, consumers are also conscious on their chance of winning based on how the game is administered and facilitated.

Keywords: Consumer behavior; sales promotion; games theory (search for similar items in EconPapers)
Date: 2009
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Published in Advances in Consumer Research, 2009, Vol.36, p.1030-1031

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-00576808

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