Lottery is a competition based on chance in which numbered tickets are sold and prizes are awarded to holders of numbers drawn at random. It is also used to raise money for public projects.

Despite its unlikely odds, the lottery has become an increasingly popular form of gambling. But it is important to understand how a lottery works before you play, says Dr. Adam Ortman, president and founder of Kinetic319, a Denver-based consumer psychology agency. Lottery marketing campaigns expertly capitalize on FOMO (fear of missing out) by describing the purchase of a ticket as a minimal investment with a potentially massive return, he says. They also feature stories of past winners and their newfound wealth, which tap into people’s aspirations to improve their lives.

The prize amounts in a lottery are based on how many tickets are sold, with higher sales resulting in larger prize amounts. This is a major part of the appeal, says Dr. Adam Ortman, president of Kinetic319, a Denver-based psychology and consumer behavior firm. “People want to be the person who won, and they know the odds are against them,” he says.

The first thing to do if you win the lottery is establish proof that it’s your ticket, then hire a team of financial professionals including an estate planner, a financial advisor and a certified public accountant who can help with taxes. It’s also a good idea to set aside some of your winnings for investments and to start a savings plan for the future.