There Is No Such Thing As a Free Lunch: the Negative Effect of Zero Price on Consumer Demand

Both intuition and empirical evidences indicate that people like cheap products and free products are particularly attractive. But we showed a backfiring effect of zero price on consumer demand and identified a moderator that could drive the effect of zero price on demand into either positive or negative direction.



Citation:

Fengyan Cai, Xiaomeng Fan, and Galen Bodenhausen (2018) ,"There Is No Such Thing As a Free Lunch: the Negative Effect of Zero Price on Consumer Demand", in E - European Advances in Consumer Research Volume 11, eds. Maggie Geuens, Mario Pandelaere, and Michel Tuan Pham, Iris Vermeir, Duluth, MN : Association for Consumer Research, Pages: 242-242.

Authors

Fengyan Cai, Shanghai Jiao Tong University, China
Xiaomeng Fan, Northwestern University, USA
Galen Bodenhausen, Northwestern University, USA



Volume

E - European Advances in Consumer Research Volume 11 | 2018



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