Free Does Not Equal Free: the Differential Effects of "Freebie" Methods

Linda Milano, Stony Brook University, USA
Denise Buhrau, Stony Brook University, USA
Ethan Pew, Stony Brook University, USA
We test the effects of different “freebie” methods (e.g., “free,” 100% off) on valuation and intentions. Offers framed as “free” lead to devaluation due to negative inferences about motives. Offers framed as “100% off” are not devalued because of increased judgmental difficulty, which reduces the impact of inferences about motives.
[ to cite ]:
Linda Milano, Denise Buhrau, and Ethan Pew (2014) ,"Free Does Not Equal Free: the Differential Effects of "Freebie" Methods", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 800-800.