Access the full text.
Sign up today, get DeepDyve free for 14 days.
Tsung-Chi Liu, T. Cheng, Feng-Yu Ni (2011)
How Consumers Respond to the Behavior of Missing a Free Gift Promotion: Inaction Inertia Effect on Products Offered as Free GiftsThe Journal of Social Psychology, 151
H. Chun, Yue Hiang (2016)
Free Drink or Free Mug? Managing Service Experience with Experiential vs. Material Complimentary GiftsService Science archive, 8
Pierre Chandon, B. Wansink, G. Laurent (2000)
A Benefit Congruency Framework of Sales Promotion EffectivenessJournal of Marketing, 64
Nathalie Fleck, P. Quester (2007)
Birds of a feather flock together…definition, role and measure of congruence: An application to sponsorshipPsychology & Marketing, 24
Marian Friestad, Peter Wright (1994)
The Persuasion Knowledge Model: How People Cope with Persuasion AttemptsJournal of Consumer Research, 21
Hsuan‐Yi Chou, Nai-Hwa Lien (2012)
The effects of incentive types and appeal regulatory framing in travel advertisingThe Service Industries Journal, 32
A. Hayes (2013)
Introduction to Mediation, Moderation, and Conditional Process Analysis: A Regression-Based Approach
A. Hernandez (2016)
Aramis promo gift - elegant plaid umbrellaMarketing Gifts
R. Goodstein (1993)
Category-based Applications and Extensions in Advertising: Motivating More Extensive Ad ProcessingJournal of Consumer Research, 20
F. Weisstein, K. Monroe, Monika Kukar‐Kinney (2013)
Effects of price framing on consumers’ perceptions of online dynamic pricing practicesJournal of the Academy of Marketing Science, 41
(2016)
Promotion update: gift with purchase
D. Lichtenstein, Scot Burton, R. Netemeyer (1997)
An examination of deal proneness across sales promotion types: A consumer segmentation perspectiveJournal of Retailing, 73
A. Schützwohl (1998)
Surprise and schema strength.Journal of experimental psychology. Learning, memory, and cognition, 24 5
A. d’Astous, V. Landreville (2003)
An experimental investigation of factors affecting consumers' perceptions of sales promotionsEuropean Journal of Marketing, 37
Priya Raghubir (2006)
An information processing review of the subjective value of money and pricesJournal of Business Research, 59
B. Loken, Deborah John (1993)
Diluting Brand Beliefs: When Do Brand Extensions Have a Negative Impact?Journal of Marketing, 57
Michael Dorsch, S. Kelley (1994)
An investigation into the intentions of purchasing executives to reciprocate vendor giftsJournal of the Academy of Marketing Science, 22
H. Kim, Jieun Koo (2015)
Stand-alone sale of a free gift: Is it effective to accentuate promotion value?Social Behavior and Personality, 43
D. Hardesty, W. Bearden, Jay Carlson (2007)
Persuasion knowledge and consumer reactions to pricing tacticsJournal of Retailing, 83
H. Chun, C. Park, A. Eisingerich, D. MacInnis (2015)
Strategic benefits of low fit brand extensions: When and why?Journal of Consumer Psychology, 25
Ruth Bolton, Katherine Lemon, P. Verhoef (2008)
Expanding Business-to-Business Customer Relationships: Modeling the Customer's Upgrade DecisionJournal of Marketing, 72
D. Lichtenstein, R. Netemeyer, Scot Burton (1995)
Assessing the Domain Specificity of Deal Proneness: A Field StudyJournal of Consumer Research, 22
Nathalie Fleck, Michaël Korchia, I. Roy (2012)
Celebrities in Advertising: Looking for Congruence or Likability?Psychology & Marketing, 29
E. Crespo‐Almendros, S. Barrio-García (2016)
Do online discounts and free gifts damage brand image of service? The moderating role of promotion-pronenessService Business, 10
Singfat Chu, Hean Keh (2006)
Brand value creation: Analysis of the Interbrand-Business Week brand value rankingsMarketing Letters, 17
G. Prendergast, E. Thompson (2008)
Sales promotion strategies and belief in luckPsychology & Marketing, 25
Lenard Huff, D. Alden, Brian Tietje (1999)
Managing the Sales Promotion MixJournal of Promotion Management, 5
Kristopher Preacher, A. Hayes (2008)
Asymptotic and resampling strategies for assessing and comparing indirect effects in multiple mediator modelsBehavior Research Methods, 40
Mariola Palazón, E. Delgado-Ballester (2009)
Effectiveness of price discounts and premium promotionsPsychology & Marketing, 26
S. Kwok, M. Uncles (2005)
Sales promotion effectiveness: the impact of consumer differences at an ethnic‐group levelJournal of Product & Brand Management, 14
A. d’Astous, Pierre Bitz (1995)
Consumer evaluations of sponsorship programmesEuropean Journal of Marketing, 29
Nancy Spears, Surendra Singh (2004)
Measuring Attitude toward the Brand and Purchase IntentionsJournal of Current Issues & Research in Advertising, 26
Mariola Palazón, Elena Delgado (2009)
The moderating role of price consciousness on the effectiveness of price discounts and premium promotionsJournal of Product & Brand Management, 18
H. Bodur, Bianca Grohmann (2005)
Consumer responses to gift receipt in business‐to‐consumer contextsPsychology & Marketing, 22
M. Clark, S. Fiske (2014)
The Structure of Value: Accounting for Taste George Mandler
D. Muller, C. Judd, V. Yzerbyt (2005)
When moderation is mediated and mediation is moderated.Journal of personality and social psychology, 89 6
T. Brown, Peter Dacin (1997)
The Company and the Product: Corporate Associations and Consumer Product ResponsesJournal of Marketing, 61
Youjae Yi, Hoseong Jeon (2003)
Effects of loyalty programs on value perception, program loyalty, and brand loyaltyJournal of the Academy of Marketing Science, 31
S. Heckler, Terry Childers (1992)
The Role of Expectancy and Relevancy in Memory for Verbal and Visual Information: What Is Incongruency?Journal of Consumer Research, 18
J. Inman, L. McAlister, Wayne Hoyer (1990)
Promotion Signal: Proxy for a Price Cut?Journal of Consumer Research, 17
Kristina Shampanier, Nina Mazar, D. Ariely (2007)
Zero as a Special Price: The True Value of Free ProductsMarketing Science, 26
Adam Rapp, T. Baker, Daniel Bachrach, Jessica Ogilvie, L. Beitelspacher (2015)
Perceived customer showrooming behavior and the effect on retail salesperson self-efficacy and performanceJournal of Retailing, 91
Leland Campbell, W. Diamond (1990)
Framing and Sales Promotions: The Characteristics of a ″Good Deal″Journal of Consumer Marketing, 7
Karen Becker-Olsen, R. Hill (2006)
The Impact of Sponsor Fit on Brand EquityJournal of Service Research, 9
S. Chandran, V. Morwitz (2006)
The Price of “Free”-dom: Consumer Sensitivity to Promotions with Negative Contextual InfluencesJournal of Consumer Research, 33
O. Büttner, Arnd Florack, A. Göritz (2015)
How shopping orientation influences the effectiveness of monetary and nonmonetary promotionsEuropean Journal of Marketing, 49
H. Kim, Thomas Kramer (2006)
“Pay 80%” versus “get 20% off”: The effect of novel discount presentation on consumers’ deal perceptionsMarketing Letters, 17
H. Krikke, Ieke Blanc, S. Velde (2004)
Product Modularity and the Design of Closed-Loop Supply ChainsCalifornia Management Review, 46
Carl Obermiller, Eric Spangenberg (1998)
Development of a Scale to Measure Consumer Skepticism Toward AdvertisingJournal of Consumer Psychology, 7
Isabel Buil, L. Chernatony, Teresa Montaner (2013)
Factors influencing consumer evaluations of gift promotionsEuropean Journal of Marketing, 47
D. Zhu, Y. Chang, An Chang (2015)
Effects of free gifts with purchase on online purchase satisfaction: The moderating role of uncertaintyInternet Res., 25
Peter Darke, C. Chung (2005)
Effects of pricing and promotion on consumer perceptions: it depends on how you frame itJournal of Retailing, 81
C. Stumpf, Matthias Baum (2016)
Customer Referral Reward–Brand–Fit: A Schema Congruity PerspectivePsychology & Marketing, 33
A. d’Astous, I. Jacob (2002)
Understanding consumer reactions to premium‐based promotional offersEuropean Journal of Marketing, 36
Jochen Wirtz, A. Mattila (2001)
Congruency of Scent and Music As a Driver of In-Store Evaluations and BehaviorACR Asia-Pacific Advances
J. Fry, G. Mcdougall (1974)
Consumer Appraisal of Retail Price AdvertisementsJournal of Marketing, 38
Ran Hassin, J. Bargh, J. Uleman (2002)
Spontaneous causal inferencesJournal of Experimental Social Psychology, 38
O. Büttner, Arnd Florack, A. Göritz (2013)
Shopping Orientation and Mindsets: How Motivation Influences Consumer Information Processing During ShoppingPsychology & Marketing, 30
Scott Smith, Catherine Roster, L. Golden, G. Albaum (2016)
A multi-group analysis of online survey respondent data quality: Comparing a regular USA consumer panel to MTurk samplesJournal of Business Research, 69
Mariola Palazón, E. Delgado-Ballester (2013)
The Role of Product-Premium Fit in Determining the Effectiveness of Hedonic and Utilitarian PremiumsPsychology & Marketing, 30
Hye Yoon (2013)
Understanding schema incongruity as a process in advertising: Review and future recommendationsJournal of Marketing Communications, 19
Ben Lowe (2010)
Consumer perceptions of extra free product promotions and discounts: the moderating role of perceived performance riskJournal of Product & Brand Management, 19
Indrajit Sinha, Michael Smith (2000)
Consumers' perceptions of promotional framing of pricePsychology & Marketing, 17
J. Vanhamme, J. Vanhamme, Cornelis Bont, Cornelis Bont (2008)
“Surprise gift” purchases: customer insights from the small electrical appliances marketJournal of Retailing, 84
Carolyn Simmons, Karen Becker-Olsen (2006)
Achieving Marketing Objectives through Social SponsorshipsJournal of Marketing, 70
Amna Kirmani, R. Zhu (2007)
Vigilant against Manipulation: The Effect of Regulatory Focus on the Use of Persuasion KnowledgeJournal of Marketing Research, 44
Kevin Voss, Eric Spangenberg, Bianca Grohmann (2003)
Measuring the Hedonic and Utilitarian Dimensions of Consumer AttitudeJournal of Marketing Research, 40
Hsin-Hsien Liu, Hsuan‐Yi Chou (2015)
The effects of promotional frames of sales packages on perceived price increases and repurchase intentionsInternational Journal of Research in Marketing, 32
Chingching Chang (2009)
Effectiveness of promotional premiums: The moderating role of affective state in different contextsPsychology & Marketing, 26
C. Dimofte, M. Forehand, Rohit Deshpandé (2003)
AD SCHEMA INCONGRUITY AS ELICITOR OF ETHNIC SELF-AWARENESS AND DIFFERENTIAL ADVERTISING RESPONSEJournal of Advertising, 32
E. Lanseng, L. Olsen (2012)
Brand alliances: the role of brand concept consistencyEuropean Journal of Marketing, 46
Priya Raghubir, J. Inman, Hans Grande (2004)
The Three Faces of Consumer PromotionsCalifornia Management Review, 46
Michelle Roehm, Harper Roehm (2011)
The influence of redemption time frame on responses to incentivesJournal of the Academy of Marketing Science, 39
(2012)
Promotional sweatshirt by Yves Rocher, Russia
A. Valenzuela, B. Mellers, J. Strebel (2010)
Pleasurable Surprises: A Cross-Cultural Study of Consumer Responses to Unexpected IncentivesJournal of Consumer Research, 36
Joan Meyers-Levy, Alice Tybout (1989)
Schema Congruity as a Basis for Product EvaluationJournal of Consumer Research, 16
R. Speed, P. Thompson (2000)
Determinants of sports sponsorship responseJournal of the Academy of Marketing Science, 28
Mariola Palazn-Vidal, E. Delgado-Ballester (2005)
Sales Promotions Effects on Consumer-Based Brand EquityInternational Journal of Market Research, 47
W. Diamond (1990)
Schemas determining the incentive value of sales promotionsPsychology & Marketing, 7
Terry Childers, Christopher Carr, J. Peck, Stephen Carson (2001)
HEDONIC AND UTILITARIAN MOTIVATIONS FOR ONLINE RETAIL SHOPPING BEHAVIORJournal of Retailing, 77
A. Rao, Lu Qu, Robert Ruekert (1999)
Signaling Unobservable Product Quality through a Brand AllyJournal of Marketing Research, 36
Kevin Keller (2016)
Unlocking the Power of Integrated Marketing Communications: How Integrated Is Your IMC Program?Journal of Advertising, 45
(2016)
Think smaller for big growth: how to thrive in the new retail landscape
William Dodds, K. Monroe, Dhruv Grewal (1991)
Effects of Price, Brand, and Store Information on Buyers’ Product EvaluationsJournal of Marketing Research, 28
P. Johnson, J. Neyman (1936)
Tests of certain linear hypotheses and their application to some educational problems.
M. Laroche, F. Pons, Nadia Zgolli, Marie-Cécile Cervellon, Chankon Kim (2003)
A model of consumer response to two retail sales promotion techniquesJournal of Business Research, 56
J. Baker, Kirk Wakefield (2012)
How consumer shopping orientation influences perceived crowding, excitement, and stress at the mallJournal of the Academy of Marketing Science, 40
Alexander Fedorikhin, C. Park, Matthew Thomson (2008)
Beyond fit and attitude: The effect of emotional attachment on consumer responses to brand extensionsJournal of Consumer Psychology, 18
C. Park, S. Jun, Allan Shocker (1996)
Composite Branding Alliances: An Investigation of Extension and Feedback EffectsJournal of Marketing Research, 33
Isabel Buil, L. Chernatony, Eva Martínez (2013)
Examining the role of advertising and sales promotions in brand equity creationJournal of Business Research, 66
Priya Raghubir, K. Corfman (1999)
When Do Price Promotions Affect Pretrial Brand Evaluations?Journal of Marketing Research, 36
Shin-Chyang Lee, Youjae Yi (2017)
“Seize the Deal, or Return It Losing Your Free Gift”: The Effect of a Gift‐With‐Purchase Promotion on Product Return IntentionPsychology & Marketing, 34
D. Bobrow, D. Norman (1975)
SOME PRINCIPLES OF MEMORY SCHEMATA
Ingrid Martin, D. Stewart (2001)
The Differential Impact of Goal Congruency on Attitudes, Intentions, and the Transfer of Brand EquityJournal of Marketing Research, 38
(2012)
Is the beauty gift worth the price?
D. Soman, G. Ainslie, S. Frederick, Xiuping Li, John Lynch, Page Moreau, Andrew Mitchell, D. Read, Alan Sawyer, Y. Trope, K. Wertenbroch, G. Zauberman (2005)
The Psychology of Intertemporal Discounting: Why are Distant Events Valued Differently from Proximal Ones?Marketing Letters, 16
Sunil Gupta, Lee Cooper (1992)
The Discounting of Discounts and Promotion ThresholdsJournal of Consumer Research, 19
Velitchka Kaltcheva, Barton Weitz (2006)
When Should a Retailer Create an Exciting Store EnvironmentJournal of Marketing, 70
Devon DelVecchio, D. Henard, Traci Freling (2006)
The effect of sales promotion on post-promotion brand preference: A meta-analysisJournal of Retailing, 82
Mariola Palazón, E. Delgado-Ballester (2011)
The expected benefit as determinant of deal-prone consumers' response to sales promotionsJournal of Retailing and Consumer Services, 18
Tripat Gill (2008)
Convergent Products: What Functionalities Add More Value to the Base?Journal of Marketing, 72
O. Büttner, Arnd Florack, A. Göritz (2014)
Shopping orientation as a stable consumer disposition and its influence on consumers’ evaluations of retailer communicationEuropean Journal of Marketing, 48
Youjae Yi, J. Yoo (2011)
The long‐term effects of sales promotions on brand attitude across monetary and non‐monetary promotionsPsychology & Marketing, 28
Mariola Palazón, E. Delgado-Ballester (2013)
Hedonic or utilitarian premiums: does it matter?European Journal of Marketing, 47
John Ford (2017)
Amazon's Mechanical Turk: A CommentJournal of Advertising, 46
Margaret Campbell (1999)
Perceptions of Price Unfairness: Antecedents and ConsequencesJournal of Marketing Research, 36
Stephen Spiller, G. Fitzsimons, John Lynch, G. McClelland (2012)
Spotlights, Floodlights, and the Magic Number Zero: Simple Effects Tests in Moderated RegressionJournal of Marketing Research, 50
R.M. James (2017)
Why makeup companies still give gifts with purchaseRacked
Priya Raghubir (2004)
Free Gift with Purchase: Promoting or Discounting the Brand?Journal of Consumer Psychology, 14
Margaret Campbell, Amna Kirmani (2000)
Consumers' Use of Persuasion Knowledge: The Effects of Accessibility and Cognitive Capacity on Perceptions of an Influence AgentJournal of Consumer Research, 27
(2018)
Annual growth of advertising, sales promotion and sponsorship spending in North America from 2010 to 2018
Joseph Nunes (2003)
Incommensurate Resources: Not Just More of the SameJournal of Marketing Research, 40
P. Winkielman, J. Cacioppo (2001)
Mind at ease puts a smile on the face: psychophysiological evidence that processing facilitation elicits positive affect.Journal of personality and social psychology, 81 6
The present study aims to demonstrate that providing a free gift upon purchase may induce consumers to devaluate the main product promoted with the offer. The mediating role of persuasion knowledge and the moderating role of consumer shopping orientation are also examined.Design/methodology/approachThree studies with between-subject designs are conducted to test the influence of product–gift fit on evaluations of the promoted product.FindingsWhen a low-fit gift (vs a high-fit gift) is provided as a promotional offer, consumers’ evaluations of the promoted product are undermined. These negative effects are driven by consumers’ activation of persuasion knowledge on the company’s ulterior motive to entice consumers to make a purchase. Such devaluation effects occur especially for consumers with a task-focused shopping orientation, whereas they are mitigated for consumers with an experiential shopping orientation.Research limitations/implicationsThis research extends the conceptualization of product–gift fit and challenges the common claim that free gift promotions maintain the value of the promoted product. By instigating a mechanism underlying consumers’ objections toward low-fit gifts, this research implies that consumers may think of an implicit cost to a free offer based on their knowledge of companies’ tactics.Practical implicationsMarketers should be aware of the fact that a certain gift may come at a cost for companies and bring about negative inferences regarding the main product. They need not only to select a gift that drives sales but also to be cautious about the gift’s influence on perceptions of the main product. Marketers should ensure that the gift has a good fit with the product while trying to discover a unique gift for consumers. Marketers should also provide an offer that matches shopping orientation of the target consumers.Originality/valueThis research reveals counterevidence to prior research claiming that free gift promotion does not hurt the perceived value of the promoted product. It enhances a theoretical understanding of devaluation effects and provides useful implications for designing and targeting free gift promotion.
European Journal of Marketing – Emerald Publishing
Published: Aug 22, 2019
Keywords: Sales promotion; Fit; Persuasion knowledge; Consumer shopping orientation; Free gift
Read and print from thousands of top scholarly journals.
Already have an account? Log in
Bookmark this article. You can see your Bookmarks on your DeepDyve Library.
To save an article, log in first, or sign up for a DeepDyve account if you don’t already have one.
Copy and paste the desired citation format or use the link below to download a file formatted for EndNote
Access the full text.
Sign up today, get DeepDyve free for 14 days.
All DeepDyve websites use cookies to improve your online experience. They were placed on your computer when you launched this website. You can change your cookie settings through your browser.