When free gifts hurt the promoted product

Volume: 53, Issue: 7, Pages: 1423 - 1444
Published: Jul 8, 2019
Abstract
Purpose 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/approach Three studies with between-subject designs are conducted to test the influence of product–gift fit on evaluations of the promoted product....
Paper Details
Title
When free gifts hurt the promoted product
Published Date
Jul 8, 2019
Volume
53
Issue
7
Pages
1423 - 1444
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