Feeling lucky: How framing the target product as a free gift enhances purchase intention |
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| Institution: | 1. School of Economics and Management, Tsinghua University, Beijing 100084, China;2. College of Economics and Management, Nanjing Agricultural University, Nanjing 210095, China;3. Monash Business School, Monash University, Caulfield East, VIC 3145, Australia;1. Associate Dean of Strategic Initiatives and Professor of Marketing, Fordham University, Gabelli School of Business, New York, NY, Unites States;2. Doctoral Candidate, Indian School of Business, Hyderabad, India;3. Associate Professor of Marketing, Florida State University, College of Business, Tallahassee, FL, Unites States;4. J. Donald Kennedy Endowed Chair in E-Commerce and Professor of Marketing, St. John’s University Peter J. Tobin College of Business, Queens, NY, Unites States;5. Assistant Professor of Marketing, Michigan State University, Eli Broad College of Business, East Lansing, MI, Unites States;1. Indiana University, United States;2. University of South Carolina, United States;3. University of Georgia, United States;4. Appalachian State University, United States;5. University of Leeds, United Kingdom;6. Corvinus University of Budapest & John von Neumann University, Hungary;1. Smeal College of Business, The Pennsylvania State University, University Park, PA 16802, United States;2. Muma College of Business, University of South Florida, Tampa, FL 33620, United States;3. Eli Broad College of Business, Michigan State University, East Lansing, MI 48824, United States;4. Leeds University Business School, University of Leeds, Leeds, LS2 9JT, UK;5. Peter J. Tobin College of Business, St. John’s University, Queens, NY 11439, United States;1. Indian Institute of Management Ahmedabad, Ahmedabad, India;2. Kelley School of Business, Indiana University, Bloomington, IN, United States;3. Indian School of Business, India;4. Darden Graduate School of Business, University of Virginia, 100 Darden Blvd., Charlottesville, VA 22903, United States;5. Goodman School of Business, Brock University (Canada), and Research Administration Center (RAC), Chiang Mai University (Thailand);1. The London School of Economics, United Kingdom;2. The McCombs School of Business, University of Texas at Austin, United States;3. Southeast University, Nanjing, China;1. Erasmus School of Economics, Erasmus University, Rotterdam, 3062 PA, the Netherlands;2. College of Business Economics, Boise State University, Boise, ID 83725, USA;3. Peter F. Drucker and Masatoshi Ito Graduate School of Management, Claremont Graduate University, Claremont, CA 91711, USA |
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| Abstract: | The present research investigates how consumers respond to alternate premium promotion framings that have equal value (e.g., “buy a flash drive and get a free earphone” vs. “buy an earphone and get a free flash drive”). We show that the counterintuitive framing of the target (vs. non-target) product as a free gift makes consumers feel lucky, which in turn increases their purchase intention for the product bundle. We further show the effects of two moderators—salience of targeting and promotion magnitude, such that the main effect is mitigated when the marketer’s targeting efforts are salient for consumers and when the target product is price discounted but not free. Four studies (i.e., a lab study, two online experiments, and a field experiment involving actual purchases of the promoted products) for a range of products and services across two countries provide converging evidence supporting the hypotheses. The findings contribute to the literatures on bundle framing effects, pricing, and luck research in marketing, and have practical implications on designing more effective promotions for both online and brick-and-mortar retailers. |
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