Resumen de Rational and irrational influences on lucky draw participation

Gerard Prendergast, Edmund R. Thompson

• Belief in luck is known to influence opting for a lucky draw instead of other promotional offers such as discounts. This suggests that irrational factors influence consumers� participation in lucky draws, but expected utility theory suggests such participation should also be influenced by rational considerations about the probability of winning. A survey (n = 665) conducted in Hong Kong confirmed this proposition and found that both an irrational belief in luck and a rational appraisal of the probability of winning significantly influence the choice of participating in a lucky draw over other promotions. Theoretical and practical implications are discussed.