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EMAC 2023 Annual

Ready to lie? An approach to the main motivations in online sweepstakes and quizzes

Published: May 24, 2023


Santiago Forgas-Coll , University of Barcelona; Laura Saez-Ortuno, University of Barcelona; Rubén Huertas-Garcia, University of Barcelona – UB; Javier Sánchez-García, Universitat Jaume I (Castellon)


The aim of this research is to improve knowledge about the reasons why users lie when registering their data to participate in online sweepstakes and quizzes. A mixed-method approach is employed. Study 1 uses 33 in-depth interviews to explore and estimate the main motivators for intentionally falsifying data provided to sweepstake sponsors. In turn, the descriptive Study 2 uses a choice-based conjoint analysis methodology with a sample of 269 participants to estimate the weight of the factors revealed in the first stage. The results show that the most common reasons are related to amusement, such as playing pranks, and lack of faith in the company’s data privacy and security measures. This will help companies to detect and prevent such practices.