Sales promotion strategies and belief in luck |
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Authors: | Gerard P Prendergast Edmund R Thompson |
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Institution: | 1. Hong Kong Baptist University;2. University of Bath, UK |
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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. © 2008 Wiley Periodicals, Inc. |
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