10-D: “What a Loss of a Freebie!”: Promotion Framing and Consumer Product Returns
This research examines the effect of promotion framing on consumer product returns, hypothesizing that framing a promotion as a free gift (vs. bundle, no-promotion) reduces product return intention by making consumers perceive more loss in giving up a “freebie”-with-purchase.
Shinhyoung Lee and Youjae Yi (2017) ,"10-D: “What a Loss of a Freebie!”: Promotion Framing and Consumer Product Returns", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1043-1043.
Shinhyoung Lee, Seoul National University, South Korea
Youjae Yi, Seoul National University, South Korea
NA - Advances in Consumer Research Volume 45 | 2017
Brand Relationships in a "Post-Fact” World
Luciana Velloso, York University, Canada
Eileen Fischer, York University, Canada
O8. Valuation and Allocation of Bought Time
Eisa Sahabeh Tabrizi, University of Southeast Norway
Marit Engeset, University of Southeast Norway
Luk Warlop, Norwegian School of Management, Norway
Safety or Luxury: The Effect of Competitiveness on Consumer Preference in Social Crowding
Lijun Zhang, Nanyang Technological University, Singapore
Yee Ling, Elaine Chan, Nanyang Technological University, Singapore