MARKETING AND MANAGEMENT COMMUNICATION


Promoting a product without increasing the promotion budget: How chance in promotions can heighten


ALEXANDER FULMER ASSISTANT PROFESSOR


Cornell Peter and Stephanie Nolan School of Hotel Administration


Cornell SC Johnson College of Business Cornell University


Co-authors • Alexander G. Fulmer


Assistant Professor, Cornell Peter and Stephanie Nolan


School of Hotel Administration, Cornell SC Johnson College of Business, Cornell University


• Taly Reich, Yale University, New Haven, CT


Summary Companies enact a variety of consumer promotions such as price discounts,


rebates, sweepstakes, special events for a brand or product, and many others, to elicit consumer product preference. Te costs of these promotions can be large, with over two billion dollars annually devoted to special events pro- moting specific products. Te present research proposes the deliberate use of chance as a new type of promotional strategy which does not require an increase in promotion budget.


Chance can influence consumer preference for otherwise identical products compared to more traditional marketplace practices. For example, imagine an ice cream company that has decided to promote one of its flavors for an upcoming holiday. Rather than basing its decision on market research, the ice cream company chooses which flavor to promote by spinning a wheel of all of its ice cream flavors, which lands on cherry chocolate. Te authors propose that consumer awareness of the selection of a hedonic product for promo- tion by chance can heighten preference for this product because the playful chance strategy heightens perceptions of fun of the selection process and consequently of the company.


consumer demand Journal of Consumer Psychology, 35, 3, July 2025 LINK TO PAPER


CONTENTS TO MAIN


| RESEARCH WITH IMPACT: CORNELL SC JOHNSON COLLEGE OF BUSINESS • 2025 EDITION


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