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



Share Proceeding

Featured papers

See More

Featured

Burnishing Prosocial Image to Self vs. Others

Minah Jung, New York University, USA
Silvia Saccardo, Carnegie Mellon University, USA
Ayelet Gneezy, University of California San Diego, USA
Leif D. Nelson, University of California Berkeley, USA

Read More

Featured

When Waste Costs: The Influence of Price on Consumers’ Perceived Waste and Purchase Intention of an Excessive Amount of Product

Tao Tao, Hong Kong Baptist University
Robert Wyer Jr., University of Cincinnati, USA

Read More

Featured

K12. Use language to change people’s mind: The persuasive power of online marketing communications

Xun He, Katholieke University Leuven, Belgium
Barbara Briers, Vlerick Business School
Luk Warlop, Norwegian School of Management, Norway

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.