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Abstract
Taiwan Lotto was inaugurated in January 2002, and immediately became popular; to maintain lottery sales growth, operators have engaged in numerous jackpot promotions; this study examines the effects of jackpot promotion on the effective price and sales for Taiwan Lotto, and the interactions of jackpot promotions between different lotteries in Taiwan. This study finds the following: (1) the performance of jackpot promotion increases both effective price and sales for Taiwan Lotto, (2) The jackpot promotion of Big Lotto affected both effective price and sales for Taiwan Lotto.