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

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.


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.


Sandra Laporte, HEC Paris, France


NA - Advances in Consumer Research Volume 36 | 2009

Share Proceeding

Featured papers

See More


How Employees Relate to Their Brand Online: A Critical Visual Analysis of Hollister

Stephanie Kogler, University of Innsbruck, Austria

Read More


Worse is Bad: Asymmetric Inferences on Items and Assortments From Logically Equivalent Comparisons

Yoel Inbar, University of Toronto, Canada
Ellen Evers, University of California Berkeley, USA

Read More


Emotional Volatility and Cultural Success

Jonah Berger, University of Pennsylvania, USA
Yoon Duk Kim, University of Pennsylvania, USA
Robert Meyer, University of Pennsylvania, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.