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Once a person makes a commitment to purchasing the products or to the sweepstakes in general it becomes an automated response when the letters come in the mail. When they receive the letter (click) they fill them out and return them (whirr). This works for Publishers Clearing House because it causes a response in subscribers minds that the more they enter, the better their chance of winning and thus, the more they buy the more likely they will win...
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Along with this comes the issue of the "scarcity principle - that opportunities seem more valuable to us when their availability is limited" (Influence, 238). Publishers Clearing House uses this by deadlines on the headlines of the sweepstakes letter stating something like "Only the first 100 sweepstakes will be opened" "Send in today!" It gives the subscribers the sense of unavailability and works to get them motivated into sending the mailings in right then...
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