Free Does Not Equal Free: the Differential Effects of "Freebie" Methods
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.
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 , Carolyn Yoon, and , Duluth, MN : Association for Consumer Research, Pages: 778-778.
Denise Buhrau, Stony Brook University, USA
Ethan Pew, Stony Brook University, USA
NA - Advances in Consumer Research Volume 43 | 2015
The Quantity Integration Effect: Integrating Purchase and Quantity Decisions Increases Sales by Providing Closure
Kristen Duke, University of California San Diego, USA
On Amir, University of California San Diego, USA
Evan Polman, University of Wisconsin - Madison, USA
Sam J. Maglio, University of Toronto Scarborough
Changing the World, One Word at a Time: The Effect of Font Size on Prosocial Intention
Rima Touré-Tillery, Northwestern University, USA
Ayelet Fishbach, University of Chicago, USA