Abstract
Sweepstakes that offer more identical prizes do not necessarily attract more participants. When deciding whether to participate in a sweepstakes presented in isolation (typical case), most consumers cannot evaluate if the number of prizes offered is “good” or “bad” within a certain range (1–10 prizes), because of the low evaluability of this attribute. Therefore, they do not perceive their odds of winning as better with more prizes, nor are they more likely to participate. Five studies detail this process and illustrate which individual and contextual factors (participation frequency in sweepstakes, availability of information about the usual number of prizes for comparable sweepstakes, visual reinforcement of the number of prizes by a consistent number of pictures) increase the evaluability of the number of prizes, which can reduce magnitude insensitivity. This study in turn provides managerial insights into how to design and advertise efficient sweepstakes.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.