Promotional Games Increase Consumer Conversion Rates and Spending

Volume: 47, Issue: 1, Pages: 79 - 99
Published: Sep 12, 2019
Abstract
Promotional games are used frequently in retail stores and online. While prior literature has focused on antecedents of promotional games, such as how individual differences induce game participation, little is known about post-winning decision making or its underlying processes. This study offers findings from seven studies to provide a detailed perspective on how promotional games increase consumer conversion rates and spending. The effect of...
Paper Details
Title
Promotional Games Increase Consumer Conversion Rates and Spending
Published Date
Sep 12, 2019
Volume
47
Issue
1
Pages
79 - 99
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