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.



Citation:

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.

Authors

Shinhyoung Lee, Seoul National University, South Korea
Youjae Yi, Seoul National University, South Korea



Volume

NA - Advances in Consumer Research Volume 45 | 2017



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