Sales Promotion Strategies and Belief in Luck
Sales Promotion Strategies and Belief in Luck
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DOI：
10.1002/mar.20251
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发表时间：
2008-11-01
影响因子：
6.7
通讯作者：
Thompson, Edmund R.
中科院分区：
文献类型：
--
作者：
Prendergast, Gerard P.;Thompson, Edmund R.
我们以香港 699 名个人为样本，调查了买家对好运的信念对选择涉及抽奖（例如抽奖）的促销策略的倾向的影响。使用达克和弗里德曼 (1997b) 的好运信念量表中的子量表，发现相信个人幸运与选择抽奖而不是其他促销选项相关，但对运气现象的普遍信念则不然。此外，我们发现，抽奖奖品的感知效用始终与选择抽奖而不是其他促销策略的选项相关。 (C) 2008 年 Wiley 期刊公司。
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. (C) 2008 Wiley Periodicals, Inc.