Supersize My Chances: Promotional Lotteries Impact Product Size Choices

Abstract

Promotional lotteries offer consumers a chance to win one of many prizes along with their purchase. Critically, as is often the case, these campaigns not only include an assortment of prizes but also an assortment of offerings that one can buy to enter the lottery—such as a small or an extra-large coffee. While companies regularly advertise that the objective odds of winning do not vary by the size of their product offerings, recent anecdotal evidence suggest that consumers behave as if it does. The net result is that consumers seem to be supersizing during promotional lotteries, and thus purchasing larger sized items. Eight studies (four core and four supplementary in Supporting information) and a single-paper meta-analysis confirm that the supersizing phenomenon is indeed real and provides evidence that this behavior is the manifestation of consumers elevating their sense of control. Specifically, supersizing serves to gain psychological control over the pursuit of a desirable, but seemingly unobtainable, outcome.