A Research of the Spillover Effect of Gift Promotion—Its Forming and Fluctuation

Chung-Hui Tseng, Tamkang University, Taiwan
Gift promotion is taken as an important issue for firms. Because the gift is free, consumers tend to discount gift’s value. Does this discounting evaluation spill to other products belonging to the same category of the gift, so that these products also be devaluated by consumers? The research was going to investigate whether the discounting perception toward gift would spill to other products with the same brand of the gift, or spill to the same product category of gift with other brand. This research included two studies to examine the negative spillover effect from gift promotion.
[ to cite ]:
Chung-Hui Tseng (2010) ,"A Research of the Spillover Effect of Gift Promotion—Its Forming and Fluctuation", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 916-917 .