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

Sandra Laporte (1)

1 HEC Paris - Recherche - Hors Laboratoire

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

Domains: Business administration

Sandra Laporte. Consumer Entry Decision in Promotional Games Based on Chance: Do the Perceived Odds of Winning Matter?. Advances in Consumer Research, 2009, Vol.36, p.1030-1031. ⟨hal-00576808⟩