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

Author

Listed:
  • Sandra Laporte

    (HEC Paris - Recherche - Hors Laboratoire - HEC Paris - Ecole des Hautes Etudes Commerciales)

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.

Suggested Citation

  • Sandra Laporte, 2009. "Consumer Entry Decision in Promotional Games Based on Chance: Do the Perceived Odds of Winning Matter?," Post-Print hal-00576808, HAL.
    • Handle: RePEc:hal:journl:hal-00576808
    as

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