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- Title
STAND-ALONE SALE OF A FREE GIFT: IS IT EFFECTIVE TO ACCENTUATE PROMOTION VALUE?
- Authors
HEE JIN KIM; JIEUN KOO
- Abstract
Offering a free gift when a purchase is made is one of the most pervasive marketing practices. We investigated whether making the product offered as a free gift also available for sale by itself (i.e., a stand-alone sale of the gift product) accentuated the customer's perception of the value of the promotion. Previous research on value anchoring and adjustment predicted that a stand-alone sale of a gift would increase the promotion value, whereas the opposite was predicted in the scarcity perception literature. We conducted 3 empirical studies with 330 undergraduate students in Korea, and the results supported the scarcity hypothesis: The availability of a stand-alone sale decreased the perceived scarcity of a free gift which, in turn, reduced the value of the promotional offer and discouraged our participants from joining the promotion program. Our findings suggest that the effectiveness of a free gift promotion is enhanced when the gift is not available as a stand-alone product.
- Subjects
MARKETING strategy; FREE material; SALES promotion; CONSUMER attitudes; MARKETING effectiveness
- Publication
Social Behavior & Personality: an international journal, 2015, Vol 43, Issue 10, p1593
- ISSN
0301-2212
- Publication type
Article
- DOI
10.2224/sbp.2015.43.10.1593