A study of the sweepstakes promotion game on consumer emotion

• Main Authors: yi-ting Weng, 翁雅婷
• Other Authors: yu-peng Wang
• Format: Others
• Language: zh-TW
• Published: 2000
• Online Access: http://ndltd.ncl.edu.tw/handle/46504489655176954448

碩士 === 實踐大學 === 企業管理研究所 === 88 === Abstract Promotion game is one of the tools that the factory uses. However, the research about the promotion games such as sweepstakes was only a few to analysis in the past. Therefore, the research study intends to understand how the sweepstakes interact with emotion, through empirical study. The result will provide the consult which salesperson design promotion games such as sweepstakes in the future. A consumer’s interaction with the sweepstakes begins with his emotion. The emotion is influenced by at least two factors：the prize structure and the time of feedback about its outcome. The discussion focuses on the affective consequences of game participation and reports a test of hypothesis that predict that winning or losing a promotional games will affect mood. First, this result showed that the games, which provided delayed feedback about their win or loss influenced consumer moods and attitude was less direct. Second, that losing or winning a game influenced emotion. Traditionally, most participants lose. However, the potential psychological consequence of losing (or winning) a game and their implication for their implication for games effectiveness in further marketing objects have been virtually ignore. The negative effects of losing raise the issue of what can be done to lessen the problem. One possibility is to design games that let everyone win at least a small prize or a chance to participate in a later drawing. Such “consolation” prizes might lessen or cancel any negative affect resulting form a loss. Key words：promotion game, sweepstakes, emotion