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

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.


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, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 800-800.


Linda Milano, Stony Brook University, USA
Denise Buhrau, Stony Brook University, USA
Ethan Pew, Stony Brook University, USA


NA - Advances in Consumer Research Volume 42 | 2014

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