The Games Shopper Play:Differential Effectiveness of Game Based Promotions Across Consumers

We propose that consumers who have a strong need to control events in their environments, as compared to those who do not, are less likely to take advantage of game-based promotional deals (e.g., “scratch and win” game cards). In fact, for high control shoppers, the gaming promotional vehicle can reduce deal selection relative to when the product is offered as a regular store deal. Three studies are presented to support these propositions.



Citation:

Donnel Briley and Shai Danziger (2006) ,"The Games Shopper Play:Differential Effectiveness of Game Based Promotions Across Consumers", in AP - Asia-Pacific Advances in Consumer Research Volume 7, eds. Margaret Craig Lees, Teresa Davis, and Gary Gregory, Sydney, Australia : Association for Consumer Research, Pages: 167-168.

Authors

Donnel Briley, University of Sydney. Australia
Shai Danziger, Ben- Gurion University



Volume

AP - Asia-Pacific Advances in Consumer Research Volume 7 | 2006



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