 Can I choose my offer? How choice of a promotional offer impacts consumer evaluations and decisionsAtmadeep Mukherjee, Scot Burton, Ronn J. Smith and Pramod Iyer Journal of Retailing, 2024, vol. 100, issue 4, 549-564 Abstract: Free gifts play a role in consumer sales promotions, and some retailers have begun to provide consumers with a choice of free gifts. However, there is scant empirical research that explores the effects of this novel sales promotion on consumption variables. This research investigates the interactive effects of attributes and gift choice (versus a fixed free gift) on value perceptions and purchase intentions. Findings show that by offering a choice set, marketers can increase the perceived value and attenuate the negative effects of lower monetary levels of the gift offer. Our conceptualization and predictions are supported by one field and four controlled experiments in a variety of contexts. Additionally, this research identifies boundary conditions and eliminates potential alternative explanations. Results advance our understanding of the moderating and mediating relationships between value perceptions and purchase intentions, and how managers can use free gift choices in designing effective sales promotions. Keywords: Sales promotion; Free gift promotions; Value maximization; Product-gift congruency (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:jouret:v:100:y:2024:i:4:p:549-564 DOI: 10.1016/j.jretai.2024.09.001 Access Statistics for this article Journal of Retailing is currently edited by A. Roggeveen More articles in Journal of Retailing from Elsevier |
Is your work missing from RePEc? Here is how to contribute.
Questions or problems? Check the EconPapers FAQ or send mail to .
EconPapers is hosted by the
School of Business at Örebro University.