An Investigation of the Effectiveness of Uncertainty in Marketing Promotions Involving Free Gifts

The authors provide a framework to predict when uncertainty will have a beneficial or detrimental impact on marketing promotions involving free gifts. Whereas uncertainty (i.e., not knowing which free gift will be offered) decreases purchase likelihood when the decision is cognitive, it increases purchase likelihood when the decision is affective. Using field and laboratory studies, the authors demonstrate that when the decision involves affect,...