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

Sandra Laporte, HEC Paris, France
Little research has been dedicated so far to consumers’ decision to enter a promotional game based on chance. We focus on the impact of the number of prizes, a characteristic of great managerial relevance. Our results show that, in most cases, a consumer’s estimation of the probability to win is not sensitive to variations in the number of prizes or in the geographical scope of the game. This magnitude insensitivity disappears when the probability cue is expressed through the temporal frequency of drawings or when the number of prizes is visually stressed by displaying an equal number of pictures.
[ to cite ]:
Sandra Laporte (2009) ,"Consumer Entry Decision in Promotional Games Based on Chance: Do the Perceived Odds of Winning Matter?", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 1030-1030.