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
Share Proceeding
Featured papers
See MoreFeatured
K3. Goal or Knowledge? Exploring the Nature of Culture and its Consequential Effect
Xiaohua Zhao, Tsinghua University
Fang Wan, University of Manitoba, Canada
Antonios Stamatogiannakis, IE Business School, IE University
Haiyang Yang, Johns Hopkins University
Featured
Does a Blurry Background Make a High Roller? The Effects of Blurry versus Sharp Backgrounds on Consumers’ Risk-Taking Behavior
Yoonho Jin, INSEAD, Singapore
Amitava Chattopadhyay, INSEAD, Singapore
Featured
Stigma at Every Turn: Exploring Bi+ Consumer Experiences
Abigail Jean Nappier Cherup, University of Nebraska-Lincoln
Andre F. Maciel, University of Nebraska-Lincoln