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Tatiana Sataua

Why lotteries can make winning feel more valuable than buying: The hidden psychology behind 'Enter to win'

Fortune Zohran Mamdani Broadway

(Credit: ProArtWork—via Getty Images)

Buying a ticket is one thing.

Put that same ticket behind the three simple words, “Enter to win,” and suddenly it feels worth chasing, as if winning feels more valuable than buying.

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