Sales promotion strategy and belief in luck

Reference:

Prendergast, G. P. and Thompson, E. R., 2008. Sales promotion strategy and belief in luck. Psychology and Marketing, 25 (11), pp. 1043-1062.

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Official URL:

http://dx.doi.org/10.1002/mar.20251

Abstract

The effect of buyer belief in good luck on the propensity to select a sales promotion strategy involving a lucky draw (e.g., sweepstakes) is investigated using a sample of 699 individuals in Hong Kong. Using subscales from Darke and Freedman's (1997b) Belief in Good Luck Scale, it is found that a belief in being personally lucky is associated with selecting a lucky draw over other sales promotions options, but that a general belief in the phenomenon of luck is not. Moreover, it is found that perceived utility of the lucky-draw prize is consistently associated with the option to select a lucky draw over other sales promotion strategies.

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