Sales Promotion Strategies and Belief in Luck

摘要

The effect of buyer belief in good luck on the propensity to select asales promotion strategy involving a lucky draw(e.g.,sweepstakes) is investigated using a sample of 699 individuals in Hong Kong. Usingsubscales from Darke and Freedman's(1997b)Belief in Good LuckScale,it is found that a belief in being personally lucky is associatedwith selecting a lucky draw over other sales promotions options,butthat a general belief in the phenomenon of luck is not. Moreover,it isfound that perceived utility of the lucky-draw prize is consistentlyassociated with the option to select a lucky draw over other salespromotion strategies