14-F: Free But Suspicious Gift Promotion: the Influence of Product-Gift Fit on Devaluating the Promoted Product

The present research demonstrates that when a low-fit gift (vs. a high-fit gift) is provided upon purchase, consumers’ judgments on the promoted product’s value are undermined. This influence is mediated by perceived deceptiveness of the offer, and moderated by consumer shopping orientation.



Citation:

Yookyung Park and Youjae Yi (2017) ,"14-F: Free But Suspicious Gift Promotion: the Influence of Product-Gift Fit on Devaluating the Promoted Product", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1052-1052.

Authors

Yookyung Park, Seoul National University, Korea
Youjae Yi, Seoul National University, Korea



Volume

NA - Advances in Consumer Research Volume 45 | 2017



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