Chandran, Sucharita; Morwitz, Vicki G. - In: Journal of Consumer Research 33 (2006) 3, pp. 384-392
Past research has shown that monetary promotions (e.g., discounts) are more likely to be processed relative to and integrated with the original product price than are free promotions. We posit that because of this difference, free promotions are more focal and salient than monetary promotions....