𝔖 Bobbio Scriptorium
✦   LIBER   ✦

Sales promotion strategies and belief in luck

✍ Scribed by Gerard P. Prendergast; Edmund R. Thompson

Publisher
John Wiley and Sons
Year
2008
Tongue
English
Weight
125 KB
Volume
25
Category
Article
ISSN
0742-6046

No coin nor oath required. For personal study only.

✦ Synopsis

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. Β© 2008 Wiley Periodicals, Inc.

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