Seize the Deal, Or Return It Regretting the Gift You Lost: the Effect of Gift-With-Purchase Promotions on Product Return Intentions

Shinhyoung Lee, Seoul National University, Korea
Youjae Yi, Seoul National University, Korea
A gift-with-purchase promotion negatively influences consumers’ product return intentions by making people stick to the “good deal.” These findings suggest that sales promotions involving free gifts increase attitude toward the deal and hesitation to return a product, and consequently decrease product return intentions.
[ to cite ]:
Shinhyoung Lee and Youjae Yi (2015) ,"Seize the Deal, Or Return It Regretting the Gift You Lost: the Effect of Gift-With-Purchase Promotions on Product Return Intentions", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 795-795.