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008			250305b |||||||| |||| 00| 0 eng d
022			_a00935301
040			_aMSU _bEnglish _cMSU _erda
050	0	0	_aHF5415.3 JOU
100	1		_aPalmeira, Mauricio M. _eauthor
245	1	0	_aFree offer ≠ cheap product : _ba selective accessibility account on the valuation of free offers / _ccreated by Mauricio M. Palmeira and Joydeep Srivastava
264	1		_aOxford : _bOxford University Press, _c2013.
336			_2rdacontent _atext _btxt
337			_2rdamedia _aunmediated _bn
338			_2rdacarrier _avolume _bnc
440			_aJournal of consumer research _vVolume 40, number 4,
520	3		_aMany 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 for free than when it was offered at a low, discounted price. The underlying reasoning is that the price of the product on promotion is used as a natural anchor for value estimation. However, when the product is offered for free (i.e., zero price), consumers are less likely to consider the value of the product and are influenced by anchors such as the price of the focal purchase. In contrast to some prior findings, a free offer does not devalue the product at all and, at a minimum, devalues the product less than if it were offered for a low, discounted price.
650			_aLow-cost strategy _vWillingness to pay
700	1		_aSrivastava, Joydeep _eco author
856			_uhttps://doi.org/10.1086/671565
942			_2lcc _cJA
999			_c169134 _d169134