Rational and irrational influences on lucky draw participation

G. Prendergast, E.R. Thompson

Research output: Contribution to journalArticle

2 Citations (Scopus)

Abstract

Belief in luck is known to influence opting for a lucky draw instead of other promotional offers such as discounts. This suggests that irrational factors influence consumers' participation in lucky draws, but expected utility theory suggests such participation should also be influenced by rational considerations about the probability of winning. A survey (n = 665) conducted in Hong Kong confirmed this proposition and found that both an irrational belief in luck and a rational appraisal of the probability of winning significantly influence the choice of participating in a lucky draw over other promotions. Theoretical and practical implications are discussed.
Original languageEnglish
Pages (from-to)85-100
JournalInternational Journal of Advertising
Volume32
Issue number1
DOIs
Publication statusPublished - 2013

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