Moderate Product-Gift Complementarity Eliminates Devaluation Effect in Free-Gift-With-Purchase Offers

While past literature demonstrated a devaluation effect of the focal product in free-gift-with-purchase offers, this research provides evidence supporting our argument that a moderate (vs. high) complementarity between the focal product and the free gift counters this devaluation tendency. Underlying mechanism is also accessed.



Citation:

Yusu Wang and Nicholas J. Olson (2020) ,"Moderate Product-Gift Complementarity Eliminates Devaluation Effect in Free-Gift-With-Purchase Offers", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 1220-1220.

Authors

Yusu Wang, Texas A&M University, USA
Nicholas J. Olson, Texas A&M University, USA



Volume

NA - Advances in Consumer Research Volume 48 | 2020



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