For those who frequently enter promotional competitions, the emotional rewards resemble those of gambling
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Bella*, a Melburnian in her late 50s, is driving me between shopping centres. We’re on a “comp shop”, an expedition bouncing from store to store to buy products that are part of promotional competitions. As she steers around a corner, bottles of wine clang together in the boot and a slab of beer shuffles along the backseat. Despite the fact that Bella doesn’t drink alcohol, her car has become a “bit of a hiding spot” from her family for the products she buys to enter competitions. Bella’s daughter thinks comping is “like gambling”.
“Tell you what though, she loved the trip to Italy!”
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