The Interpersonal Hot Hand Fallacy: Endorsement of Promotional Games by Previous Winners. - HEC Paris - École des hautes études commerciales de Paris Access content directly
Journal Articles Advances in Consumer Research Year : 2009

The Interpersonal Hot Hand Fallacy: Endorsement of Promotional Games by Previous Winners.

Abstract

The article focuses on the impact of interpersonal similarity on the participation of consumers in promotional games based on chance. Results of a survey show that consumers are most likely to join promotional games based on chance if they find similarities with the previous winners. Such similarities will motivate consumers to believe that they have more chances to win the game.
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Dates and versions

hal-00576811 , version 1 (15-03-2011)

Identifiers

  • HAL Id : hal-00576811 , version 1

Cite

Sandra Laporte. The Interpersonal Hot Hand Fallacy: Endorsement of Promotional Games by Previous Winners.. Advances in Consumer Research, 2009, Vol.36, p.1031-1033. ⟨hal-00576811⟩

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