Featured Research

from universities, journals, and other organizations

Sweepstakes Are For The Lucky, Not Every Customer, Researchers Say

Date:
November 13, 2008
Source:
Wiley-Blackwell
Summary:
Using a test that probed consumers' beliefs in luck, researchers investigated the question of who the best prospects are for "lucky draw" in their article appearing in the journal Psychology & Marketing.

Many methods and strategies can be used to promote sales in addition to simply lowering price. One strategy, the “lucky draw,” entitles all buyers to be entered in a drawing for some valued commodity.

Using a test that probed consumers’ beliefs in luck, Gerard Prendergast and Edmund Thompson investigated the question of who the best prospects are for “lucky draw” in their article appearing in the journal Psychology & Marketing.

In general, the researchers found that a belief in luck was not sufficient to entice consumers to a lucky draw over other sales strategies. Lucky draws did appeal to consumers who personally felt lucky.

This finding is consistent with an “illusion of control” phenomenon psychologists have observed among people who habitually engage in superstitious behavior (such as wearing “lucky” things, carrying a “rabbit’s foot,” or following astrological dictates). Perhaps not surprisingly, the perceived utility of the prize in the “lucky draw” may also be a factor in consumers’ participation.

An implication from this research for marketers has to do with the extent to which they may want their targeted consumers to “get lucky” with their products. It may be that promotional strategies that foster a sense of luck (such as by offering a disproportionately high number of prizes) will foster greater participation, especially among consumers who themselves, for whatever reason, feel lucky. Lucky draws may be a particularly potent marketing tool in some international markets, such as China, where certain beliefs related to luck are more of a cultural staple.


Story Source:

The above story is based on materials provided by Wiley-Blackwell. Note: Materials may be edited for content and length.


Journal Reference:

  1. Gerard P. Prendergast, Edmund R. Thompson. Sales promotion strategies and belief in luck. Psychology and Marketing, 2008; 25 (11): 1043-1062 DOI: 10.1002/mar.20251

Cite This Page:

Wiley-Blackwell. "Sweepstakes Are For The Lucky, Not Every Customer, Researchers Say." ScienceDaily. ScienceDaily, 13 November 2008. <www.sciencedaily.com/releases/2008/11/081112113701.htm>.
Wiley-Blackwell. (2008, November 13). Sweepstakes Are For The Lucky, Not Every Customer, Researchers Say. ScienceDaily. Retrieved April 17, 2014 from www.sciencedaily.com/releases/2008/11/081112113701.htm
Wiley-Blackwell. "Sweepstakes Are For The Lucky, Not Every Customer, Researchers Say." ScienceDaily. www.sciencedaily.com/releases/2008/11/081112113701.htm (accessed April 17, 2014).

Share This



More Mind & Brain News

Thursday, April 17, 2014

Featured Research

from universities, journals, and other organizations


Featured Videos

from AP, Reuters, AFP, and other news services

Are School Dress Codes Too Strict?

Are School Dress Codes Too Strict?

AP (Apr. 16, 2014) Pushing the limits on style and self-expression is a rite of passage for teens and even younger kids. How far should schools go with their dress codes? The courts have sided with schools in an era when school safety is paramount. (April 16) Video provided by AP
Powered by NewsLook.com
Could Even Casual Marijuana Use Alter Your Brain?

Could Even Casual Marijuana Use Alter Your Brain?

Newsy (Apr. 16, 2014) A new study conducted by researchers at Northwestern and Harvard suggests even casual marijuana use can alter your brain. Video provided by Newsy
Powered by NewsLook.com
Couples Who Sleep Less Than An Inch Apart Might Be Happiest

Couples Who Sleep Less Than An Inch Apart Might Be Happiest

Newsy (Apr. 16, 2014) A new study by British researchers suggests couples' sleeping positions might reflect their happiness. Video provided by Newsy
Powered by NewsLook.com
Cognitive Function: Is It All Downhill From Age 24?

Cognitive Function: Is It All Downhill From Age 24?

Newsy (Apr. 15, 2014) A new study out of Canada says cognitive motor performance begins deteriorating around age 24. Video provided by Newsy
Powered by NewsLook.com

Search ScienceDaily

Number of stories in archives: 140,361

Find with keyword(s):
Enter a keyword or phrase to search ScienceDaily for related topics and research stories.

Save/Print:
Share:

Breaking News:
from the past week

In Other News

... from NewsDaily.com

Science News

Health News

Environment News

Technology News



Save/Print:
Share:

Free Subscriptions


Get the latest science news with ScienceDaily's free email newsletters, updated daily and weekly. Or view hourly updated newsfeeds in your RSS reader:

Get Social & Mobile


Keep up to date with the latest news from ScienceDaily via social networks and mobile apps:

Have Feedback?


Tell us what you think of ScienceDaily -- we welcome both positive and negative comments. Have any problems using the site? Questions?
Mobile: iPhone Android Web
Follow: Facebook Twitter Google+
Subscribe: RSS Feeds Email Newsletters
Latest Headlines Health & Medicine Mind & Brain Space & Time Matter & Energy Computers & Math Plants & Animals Earth & Climate Fossils & Ruins