Palmeira, Mauricio M.; Srivastava, Joydeep - In: Journal of Consumer Research 40 (2013) 4, pp. 644-644
Many consumer price promotions (including new product launches) offer a product for free or for a low, discounted price along with a required purchase. This research demonstrates that consumers’ willingness to pay for the product after the promotion is retracted is higher when it was offered...