Choice versus Given: Influence of Choice on Effectiveness of Retailers' Sweepstakes Promotion
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Purpose: This paper aims to investigate the influence of different methods of distributing sweepstakes (i.e., whether consumers choose to enter into the sweepstakes themselves or they are given the sweepstake ticket by default) on the effectiveness of the sweepstakes promotion (i.e., interest in the sweepstakes and intention to participate in the sweepstakes). Research design, data and methodology: The paper verifies this effect through three experimental studies: an online experiment using a sweepstakes promotion scenario at a department store, an online SNS sweepstakes promotion event, and a face-to-face card lottery game. Results: Participants belonging the group that chose sweepstakes tickets by themselves showed higher interest and intention to participate in the sweepstakes than those who were given the sweepstakes ticket by default. Furthermore, the group that chose the sweepstakes card thought it had a higher probability of winning than the group given the sweepstakes card. Conclusions: This paper shows a way to enhance the promotional effect of sweepstakes in the retail stores, without incurring additional costs, by approaching from sweepstakes design from the psychological perspective of the consumer. The study also sheds new light on the effect of sense of control manipulation using choice behavior in the promotional context.
Abstract
Purpose: This paper aims to investigate the influence of different methods of distributing sweepstakes (i.e., whether consumers choose to enter into the sweepstakes themselves or they are given the sweepstake ticket by default) on the effectiveness of the sweepstakes promotion (i.e., interest in the sweepstakes and intention to participate in the sweepstakes). Research design, data and methodology: The paper verifies this effect through three experimental studies: an online experiment using a sweepstakes promotion scenario at a department store, an online SNS sweepstakes promotion event, and a face-to-face card lottery game. Results: Participants belonging the group that chose sweepstakes tickets by themselves showed higher interest and intention to participate in the sweepstakes than those who were given the sweepstakes ticket by default. Furthermore, the group that chose the sweepstakes card thought it had a higher probability of winning than the group given the sweepstakes card. Conclusions: This paper shows a way to enhance the promotional effect of sweepstakes in the retail stores, without incurring additional costs, by approaching from sweepstakes design from the psychological perspective of the consumer. The study also sheds new light on the effect of sense of control manipulation using choice behavior in the promotional context.
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