A FIELD RESEARCH ON CONSUMER SWEEPSTAKE ADDDICTION

Abstract

Although behavioral addiction types such as gambling and lottery and the problems they cause are examined in many studies, it is discussed in this research that the sweepstakes of businesses that show similarity to such activities may also be the subject of addiction for consumers. In the research, in which the consumer dependence on business sweepstakes is questioned using the lottery and gambling addiction literature, primary data is collected and analyzed by the survey method in Kırıkkale province. According to the results of the analysis, the presence of sweepstake addiction is supported and it is determined that 8% of the participants have sweepstake addiction. In addition, it is understood that ethical perceptions towards the sweepstake, positive emotions from participating in the sweepstake and negative emotions from not being able to win the sweepstake are significantly higher in those who are addicted to sweepstake. Finally, research findings are interpreted.