A Research of the Effect of Gift Promotion and Its Spillover Effect

Chung-Hui Tseng, National Chengchi University, Taiwan
Yung-Chien Lou, National Chengchi University, Taiwan
Lien-Ti Bei, National Chengchi University, Taiwan
It is believed that the higher the gift price is, the more successful gift promotion works. But, must it be always true? If the gift price is much higher, even equal to the main product, consumer may think it unreasonable, and then more possibly give a negative evaluation to the promotion deal, and this negative evaluation may spill over to products relative to the gift. In this study, we found that the relationship between gift-promotion depth and product evaluation showed a type of reverse-U shape; in addition, gift promotion did cause value-discounting toward other products relative to the gift.
[ to cite ]:
Chung-Hui Tseng, Yung-Chien Lou, and Lien-Ti Bei (2009) ,"A Research of the Effect of Gift Promotion and Its Spillover Effect", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 947-950.