TY - JOUR
T1 - Rational and irrational influences on lucky draw participation
AU - Prendergast, G.
AU - Thompson, E.R.
PY - 2013
Y1 - 2013
N2 - 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.
AB - 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.
UR - http://www.scopus.com/inward/record.url?scp=84874212208&partnerID=8YFLogxK
UR - http://dx.doi.org/10.2501/IJA-32-1-085-100
U2 - 10.2501/IJA-32-1-085-100
DO - 10.2501/IJA-32-1-085-100
M3 - Article
AN - SCOPUS:84874212208
SN - 0265-0487
VL - 32
SP - 85
EP - 100
JO - International Journal of Advertising
JF - International Journal of Advertising
IS - 1
ER -