The Choice Effect – How a Free Alternative Influences Consumers’ Responses to Free-To-Fee Switches

Gerrit Cziehso, TU Dortmund University, Germany
Tobias Schaefers, TU Dortmund University, Germany
Unexpected forced free-to-fee switches often negatively influence consumers’ attitudes and usage. Our study reveals that additionally offering a reduced (“light”) alternative for free attenuates these negative consequences. Among highly involved consumers, this choice even increases the intention to use the fee-based alternative.
[ to cite ]:
Gerrit Cziehso and Tobias Schaefers (2014) ,"The Choice Effect – How a Free Alternative Influences Consumers’ Responses to Free-To-Fee Switches", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 780-780.