Vicarious Gamification: How Chance Selection of Products For Promotion Increases Preference

How would infusing deliberate chance into selection of products for promotion influence consumer preferences? In consequential product choice and with numerous promotion types, we find that consumers prefer hedonic products selected for promotion by chance over otherwise identical products selected by intention and that this preference flips for utilitarian products.


Alexander Goldklank Fulmer and Taly Reich (2019) ,"Vicarious Gamification: How Chance Selection of Products For Promotion Increases Preference", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 561-562.


Alexander Goldklank Fulmer, Yale University, USA
Taly Reich, Yale University, USA


NA - Advances in Consumer Research Volume 47 | 2019

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