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Framing a price bundle: the case of “buy/get” offers

Priya Raghubir (Haas School of Business, University of California, Berkeley, California, USA)

Journal of Product & Brand Management

ISSN: 1061-0421

Article publication date: 1 March 2005

Abstract

Purpose

The underlying thesis of this paper is that consumers will infer that the costs of production of a product that is offered free are low, and this will reduce the price they are willing to pay for the product when it is a stand‐alone offering.

Design/methodology/approach

Two laboratory experiments examine how consumers respond to products that have been offered as “free gifts with purchase” of another product.

Findings

Study 1 shows, that when an economically identical offer is framed as a joint bundle (Buy X and Y for $), compared with when it is framed as a “Buy one, get one free” offer, consumers are willing to pay less for the product offered “free.” Study 2 shows that, when a product is given away “free,” then consumers are willing to pay less for it as a stand‐alone product, especially when the original promotional offer does not include the price of the free gift.

Research limitations/implications

Results imply that the design and communication of consumer promotions affect the price consumers are willing to pay for a product.

Practical implications

Managerial implications for the design and communication of consumer promotions are discussed.

Originality/value

The paper adds to the growing body of research that shows that a price promotion has more than just an economic effect; it also has an informational effect through which it affects consumer responses.

Keywords

Citation

Raghubir, P. (2005), "Framing a price bundle: the case of “buy/get” offers", Journal of Product & Brand Management, Vol. 14 No. 2, pp. 123-128. https://doi.org/10.1108/10610420510592617

Publisher

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Emerald Group Publishing Limited

Copyright © 2005, Emerald Group Publishing Limited