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

Denise Buhrau, Stony Brook University, USA
Ethan Pew, Stony Brook University, USA
We test the effects of various “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 ]:
Denise Buhrau and Ethan Pew (2015) ,"Free Does Not Equal Free: the Differential Effects of "Freebie" Methods", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 778-778.