Sweepstakes are for the lucky, not every customer

Nov 12, 2008

Many methods and strategies can be used to promote sales in addition to simply lowering price. One strategy, the "lucky draw," entitles all buyers to be entered in a drawing for some valued commodity. Using a test that probed consumers' beliefs in luck, Gerard Prendergast and Edmund Thompson investigated the question of who the best prospects are for "lucky draw" in their article appearing in the journal Psychology & Marketing.

In general, the researchers found that a belief in luck was not sufficient to entice consumers to a lucky draw over other sales strategies. Lucky draws did appeal to consumers who personally felt lucky.

This finding is consistent with an "illusion of control" phenomenon psychologists have observed among people who habitually engage in superstitious behavior (such as wearing "lucky" things, carrying a "rabbit's foot," or following astrological dictates). Perhaps not surprisingly, the perceived utility of the prize in the "lucky draw" may also be a factor in consumers' participation.

An implication from this research for marketers has to do with the extent to which they may want their targeted consumers to "get lucky" with their products. It may be that promotional strategies that foster a sense of luck (such as by offering a disproportionately high number of prizes) will foster greater participation, especially among consumers who themselves, for whatever reason, feel lucky. Lucky draws may be a particularly potent marketing tool in some international markets, such as China, where certain beliefs related to luck are more of a cultural staple.

Source: Wiley

Explore further: Color and texture matter most when it comes to tomatoes

add to favorites email to friend print save as pdf

Related Stories

Recommended for you

Color and texture matter most when it comes to tomatoes

15 hours ago

A new study in the Journal of Food Science, published by the Institute of Food Technologists (IFT), evaluated consumers' choice in fresh tomato selection and revealed which characteristics make the red fruit most appealing.

How the lotus got its own administration

18 hours ago

Actually the lotus is a very ordinary plant. Nevertheless, during the Qing dynasty (1644-1911) a complex bureaucratic structure was built up around this plant. The lotus was part of the Imperial Household, ...

What labels on textiles can tell us about society

19 hours ago

Throughout Chinese history, dynastic states used labels on textiles to spread information on the maker, the commissioner, the owner or the date and site of production. Silks produced in state-owned manufacture ...

US company sells out of Ebola toys

Oct 17, 2014

They might look tasteless, but satisfied customers dub them cute and adorable. Ebola-themed toys have proved such a hit that one US-based company has sold out.

User comments : 0