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Promotional games: Trick or treat?

journal contribution
posted on 14.09.2018, 00:00 by DA Briley, S Danziger, En Li
Some marketers use game settings to offer deals. Though research has studied the conditions under which consumers engage in such games, we know little about how they respond to deal offers won through the gaming process. We hypothesize that when faced with deal offers from games, such as scratch cards or trivia quizzes, consumers who are high (vs. low) in choice freedom needs often feel reactance and reject the offer. We find converging evidence for this prediction in both controlled experiments (studies 1 and 3) and in a field study (study 2), when using ethnic backgrounds as a proxy for participants’ choice freedom needs (study 1), when directly measuring these needs (study 2), and when manipulating beliefs about the importance of free choice (study 3). © 2017 Society for Consumer Psychology All rights reserved.

History

Volume

28

Issue

1

Start Page

99

End Page

114

Number of Pages

16

ISSN

1057-7408

Publisher

John Wiley & Sons, UK

Peer Reviewed

Yes

Open Access

No

Acceptance Date

15/07/2017

External Author Affiliations

University of Sydney; Tel-Aviv University

Era Eligible

Yes

Journal

Journal of Consumer Psychology

Exports

CQUniversity

Exports