Not All “Wins” Are Equal: the Effect of Unequally Attractive Prizes on Stimulus Appraisal

We investigate the effect of uncertain price promotions with unequally attractive prizes on the promotional brand. With a combination of one field and four lab experiments, we show that winners of an inferior (vs. superior) prize develop ambivalent feelings/attitudes that in turn reduces their evaluation of the promotional band.


Arash Talebi, Sonja Prokopec, and Ayse Onculer (2020) ,"Not All “Wins” Are Equal: the Effect of Unequally Attractive Prizes on Stimulus Appraisal", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: .


Arash Talebi, EDHEC Business School, France
Sonja Prokopec, ESSEC Business School
Ayse Onculer, ESSEC Business School


NA - Advances in Consumer Research Volume 48 | 2020

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