Promotional Games Increase Consumer Conversion Rates and Spending
Bibliographic Data
| ID | 2237656 |
|---|---|
| Authors | Stefan J Hock (0000-0003-3530-7005, University of Connecticut, corresponding author), Rajesh Bagchi (Virginia Tech), Thomas Anderson (0000-0003-1266-0906, University of Colorado Boulder), Thomas M Anderson (Leeds School of Business, University of Colorado, 995 Regent Drive, Boulder, CO 80309) |
| Editors | J Jeffrey Inman (0000-0003-0410-2242), Peter R Darke (0000-0002-8331-8801) |
| Year | 2020 |
| Volume | 47 |
| Issue | 1 |
| Pages | 79-99 |
| Publication date | 2020-06-01 |
| Peer Reviewed | Yes |
| Open Access | Yes |
| Type | ARTICLE |
| Venue | Journal of Consumer Research (JOURNAL) |
| Journal identifiers | ISSN: 0093-5301 • E-ISSN: 1537-5277 |
| Publisher | Oxford University Press (PUBLISHER • GB) |
| DOI | 10.1093/jcr/ucz043 |
| OpenAlex | W2973001812 |
| Language | EN |
| Citations received | 13 |
| References cited | 56 |
Promotional games are used frequently in retail stores and online. While prior literature has focused on antecedents of promotional games, such as how individual differences induce game participation, little is known about post-winning decision making or its underlying processes. This study offers findings from seven studies to provide a detailed perspective on how promotional games increase consumer conversion rates and spending. The effect of winning a discount on conversion rates and spending is multiply determined and occurs via perceptions of luck and store affective attitude, and via perceptions of luck alone and store affective attitude alone. In order to get a more nuanced understanding of the underlying processes and to delineate theoretically driven boundary conditions for this novel effect, the authors subsequently analyze the two individual pathways through perceptions of luck and store affective attitude in isolation. Thereby, they contribute to the literature on pricing and promotions by providing a detailed understanding on how winning a promotional discount leads to a different set of consumer inferences relative to an equivalent straight discount, and to the literature on the role of luck in consumer behavior by providing a nuanced understanding of how luck operates in this common consumer context
Advertising · Business · Consumer behaviour · Context (archaeology) · Economics · Luck · Order (exchange) · Perception · Perspective (graphical) · Set (abstract data type) · Computer Science · Consumer Behavior in Brand Consumption and Identification · Consumer Market Behavior and Pricing · Consumer Retail Behavior Studies · Marketing · Psychology
When Goods Were Odds
Registered Report - Stage II
The effect of mortality salience on preferences for experiential creation
The effect of psychological richness on creativity
The licensing effect of luck
How start temporal landmarks affect consumers’ preference on uncertain promotional strategies
Consumer Responses to AI-Generated Charitable Giving Ads
Swipe now, reflect later
How online lottery promotions influence consumer responses toward online retailers
Do good, feel luckier
Promotional games in service recovery
Promotion Architecture
Final Price Neglect in Multi-Product Promotions
Conceptualizing, Measuring, and Managing Customer-Based Brand Equity
Measuring Brand Equity Across Products and Markets
The Chain of Effects from Brand Trust and Brand Affect to Brand Performance
Factors Influencing the Effectiveness of Relationship Marketing
A Benefit Congruency Framework of Sales Promotion Effectiveness
Understanding the Role of the Self in Prime-to-Behavior Effects
Store atmosphere and purchasing behavior
Attitudes and Cognitive Organization
Structural Equation Models with Unobservable Variables and Measurement Error
The psychology of interpersonal relations.
The Foot-in-the-Door Compliance Procedure
Development and validation of brief measures of positive and negative affect
Investigating the Roles of Gambling Interest and Impulsive Sensation Seeking on Consumer Enjoyment of Promotional Games
The Belief in Good Luck Scale
The effects of near wins and near losses on self-perceived personal luck and subsequent gambling behavior
Compliance without pressure
The case for motivated reasoning
Work and/or Fun
The Experiential Aspects of Consumption
Conscious and Nonconscious Components of Superstitious Beliefs in Judgment and Decision Making
Framing the Deal
Promotion Signal
| Unique citing works | 13 |
|---|---|
| Citations per year | 0,68 |
| Citation span | 2007 - 2026 (20) |
| Citation velocity | current |
| Highly cited | No |
| Citation types | Neutral: 13 |