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.



Citation:

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.

Authors

Nükhet Taylor, York University, Canada
Theodore J. Noseworthy, York University, Canada
Ethan Pancer, Saint Mary's University



Volume

NA - Advances in Consumer Research Volume 46 | 2018



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