Raghubir, Priya; Celly, Kirti Sawhney - In: Journal of Business Research 64 (2011) 1, pp. 55-58
Two experiments examine the effect of the visual size of a gift in a free gift promotion on consumer judgments. Results show that promotional offers that highlight the free gift (rather than the product) are less effective than those that highlight the product to be purchased. Increasing the...
