Is it Always Bad to Not Win in Lottery Promotions?
The Impact of the Number of Failures in Lottery Promotions on the Willingness to Purchase Innovative Products
Shen Rumin, Meng Lu, Jiao Tengxiao
Shen Rumin, School of Business, Renmin University of China;
Meng Lu, School of Business, Renmin University of China;
Jiao Tengxiao, School of Management, Guangdong Polytechnic Normal University
Shen Rumin, Meng Lu, Jiao Tengxiao. Is it Always Bad to Not Win in Lottery Promotions?
The Impact of the Number of Failures in Lottery Promotions on the Willingness to Purchase Innovative Products[J]. Journal of Marketing Science, 2022, 2(1): 69-82.