Rational and irrational influences on lucky draw participation

Gerard Prendergast and Edmund R. Thompson

Belief in luck is known to influence opting for a lucky draw instead of other promotional offers such as discounts.

Rational and irrational influences on lucky draw participation

Gerard Prendergast

Hong Kong Baptist University

Edmund R. Thompson

University of Bath

Introduction

Sales promotion is an aspect of the marketing mix that has been demonstrated to have a strong impact on short-term buying behaviour (Laroche et al. 2003). Constituting ‘a direct inducement that offers an extra value or incentive for the product to the sales force, distributors, or the final consumer with the primary objective of creating an immediate sale’ (Haugh 1983), sales promotion tools include coupons, price discounts, sampling, value packs, refunds, contests, premiums, and many other techniques including...

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