AMTP Proceedings 2026

Document Type

Conference Proceeding

Publication Date

Spring 2026

Abstract

Free gifts associated with a focal product have long been recognized as one effective form of sales promotion that is valued by consumers. However, in recent years, in contrast to offering a single fixed free gift to consumers, some marketers have begun to offer consumers the choice among several possible free gifts. In this research, consumer responses to the choice of a free gift are compared to the offer of a single fixed gift. We show how the choice offered to consumers attenuates greater risk associated with the promoted focal product and how the choice can reduce unfavorable effects of a lower price of the free gift. Findings address the moderating and mediating relationships between the perception of decision freedom, value perceptions, and purchase intentions. Results have implications for marketing managers and advertisers, as well as marketing academics interested in effects of how sales promotions are designed and communicated.

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