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Designing Effective Promotional Games: Opportunities and Problems

75 citations0/0 files storedJournal of Advertising

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Consumer Behavior in Brand Consumption and Identification Marketing and Advertising Strategies Consumer Market Behavior and Pricing

Abstract

Games such as sweepstakes and contests have become increasingly popular parts of promotional and advertising campaigns. Despite their wide use, very little academic theory or research exists about how consumers perceive and respond to promotional games. This paper presents a conceptual model of why consumers decide to participate in games, and how the process of play and game outcomes influences attitudes, self-perceptions, and behavior. The model provides a theory-based perspective for the design of promotional games that considers both the opportunities and ethical dilemmas that game sponsors face. Managerial implications are provided and hypotheses are suggested for future research.

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References

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2009Examining the trait and functional motive antecedents of four gambling activities: slot machines, skilled card games, sports betting, and promotional games 2002Measuring the effectiveness of casino promotions 2019Promotional Games Increase Consumer Conversion Rates and Spending 2022Research on the effect of uncertain rewards on impulsive purchase intention of blind box products 1995Consumer research on sales promotions: A state‐of‐the‐art literature review∗2014Economic and utilitarian benefits of monetary versus non-monetary in-store sales promotions

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