The Hedonic-Shift For Freebies: How Preference For Hedonic Options Disproportionately Enhanced When Their Price Falls to Zero

Mehdi Hossain, University of Texas at Arlington, USA
Ritesh Saini, University of Texas at Arlington, USA
In a series of studies, we find that the preference of hedonic products is disproportionately enhanced when they are offered at a free price. This “free price bounce” is more subdued for utilitarian products. Enhancement in affective appraisal of hedonic products is the underlying cause for the observed preference shift.
[ to cite ]:
Mehdi Hossain and Ritesh Saini (2013) ,"The Hedonic-Shift For Freebies: How Preference For Hedonic Options Disproportionately Enhanced When Their Price Falls to Zero", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.