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AbstractGiven their widespread application and the benefits provided to marketers, the inconclusive effects of uncertain promotions need to be further explored. This research demonstrates that the effectiveness of uncertain promotions varies with the type of uncertainty involved in the promotions (i.e., sweepstakes and contests). Based on real‐world data from one of the largest commercial banks in China and three controlled experiments, we found consistent evidence supporting the advantages of sweepstakes promotions over contest promotions, even when both uncertain promotions had the same cost for consumers. We suggest that this effect occurs because of the consumers have a higher perception of confidence and thus, perceive the probability of winning the reward is higher in sweepstakes than in contest, thereby indicating the underlying mechanism of the effect of the uncertain promotion type on consumer preference.

The law of unintended results -- Feast and famine in the information age -- How the United States lost its digital advantage -- Case studies in wrongheaded policymaking -- Best and worst practices -- Understanding the Dotcom implosion -- The fundamentals of digital literacy -- Challenges and choices -- The impact of technological and market convergence -- Capturing the benefits of convergence -- What government should do -- Unresolved issues -- The way forward