Uncertain Reward Campaigns Impact Product Size Choices
Across four experiments, we find that uncertain promotional campaigns, which give consumers a chance to win prizes with their purchase, nudge consumers to choose larger products. Feelings of control over the elusive grand prize underscore this phenomenon.
Nükhet Taylor, Theodore J. Noseworthy, and Ethan Pancer (2018) ,"Uncertain Reward Campaigns Impact Product Size Choices", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 814-815.
Nükhet Taylor, York University, Canada
Theodore J. Noseworthy, York University, Canada
Ethan Pancer, Saint Mary's University
NA - Advances in Consumer Research Volume 46 | 2018
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