Sales promotion strategies and belief in luck

Gerard P PRENDERGAST, Edmund R. Thompson

    Research output: Contribution to journalArticlepeer-review

    24 Citations (Scopus)

    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.

    Original languageEnglish
    Pages (from-to)1043-1062
    Number of pages20
    JournalPsychology and Marketing
    Volume25
    Issue number11
    DOIs
    Publication statusPublished - Nov 2008

    Scopus Subject Areas

    • Applied Psychology
    • Marketing

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