IDEAS home Printed from https://ideas.repec.org/a/eee/jouret/v100y2024i4p549-564.html
   My bibliography  Save this article

Can I choose my offer? How choice of a promotional offer impacts consumer evaluations and decisions

Author

Listed:
  • Mukherjee, Atmadeep
  • Burton, Scot
  • Smith, Ronn J.
  • Iyer, Pramod

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.

Suggested Citation

  • Mukherjee, Atmadeep & Burton, Scot & Smith, Ronn J. & Iyer, Pramod, 2024. "Can I choose my offer? How choice of a promotional offer impacts consumer evaluations and decisions," Journal of Retailing, Elsevier, vol. 100(4), pages 549-564.
    • Handle: RePEc:eee:jouret:v:100:y:2024:i:4:p:549-564
    DOI: 10.1016/j.jretai.2024.09.001
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0022435924000538
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jretai.2024.09.001?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:jouret:v:100:y:2024:i:4:p:549-564. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: https://www.journals.elsevier.com/journal-of-retailing .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.