Instant Wins, Sweepstakes and Gift Vouchers: Consumer Attitudes Towards Sales Promotions

Gilles Laurent, HEC Paris, France
Ayse Onculer, ESSEC Business School, France
Sonja Prokopec, ESSEC Business School, France
Retailers frequently use sales promotion tools as a part of their marketing effort. The goal of our study is to provide a deeper understanding of consumer attitudes towards such activities. In particular we are interested in how risk attitudes, time preferences and affective responses shape individual preferences for sales promotions. Our experimental results show that consumers prefer hedonic prizes over utilitarian ones. They also prefer a sure prize over a sweepstakes when the prizes are to be obtained immediately but this preference is weaker for future cases. These findings can be explained by non-stationary risk preferences and anticipatory feelings such as savoring.
[ to cite ]:
Gilles Laurent, Ayse Onculer, and Sonja Prokopec (2010) ,"Instant Wins, Sweepstakes and Gift Vouchers: Consumer Attitudes Towards Sales Promotions", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 841-842 .