An Investigation of the Effectiveness of Uncertainty in Marketing Promotions Involving Free Gifts

Laran, Juliano and Michael Tsiros (2013), “An Investigation of the Effectiveness of Uncertainty in Marketing Promotions Involving Free Gifts,” Journal of Marketing, 77 (1), 112-123.

Posted: 13 Apr 2016

See all articles by Juliano Laran

Juliano Laran

University of Miami

Michael Tsiros

University of Miami - Department of Marketing

Date Written: April 11, 2016

Abstract

The authors provide a framework to predict when uncertainty will have a beneficial or detrimental impact on marketing promotions involving free gifts. While uncertainty (i.e., not knowing which free gift will be offered) decreases purchase likelihood when the decision is cognitive, it increases purchase likelihood when the decision is affective. Using field and laboratory studies, the authors demonstrate that when the decision involves affect, people like to be surprised and appreciate uncertainty in the purchase process. When the decision is cognitive, consumers appreciate having information about the product offer. This research has both theoretical implications for research on affect and uncertainty and practical implications for marketing managers designing and implementing promotional campaigns.

Suggested Citation

Laran, Juliano and Tsiros, Michael, An Investigation of the Effectiveness of Uncertainty in Marketing Promotions Involving Free Gifts (April 11, 2016). Laran, Juliano and Michael Tsiros (2013), “An Investigation of the Effectiveness of Uncertainty in Marketing Promotions Involving Free Gifts,” Journal of Marketing, 77 (1), 112-123.. Available at SSRN: https://ssrn.com/abstract=2763120

Juliano Laran

University of Miami ( email )

United States

Michael Tsiros (Contact Author)

University of Miami - Department of Marketing ( email )

United States

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