Skip to main content
SpringerLink
Log in

The Effect of Free Product Premiums on Attitudes and Buying Intention for Durable Goods: Moderating Effects of Value and Product Premium Fit in the Dual Mediation Model

  • Chapter
European Retail Research

Part of the book series: European Retail Research ((ERR))

Abstract

In the present study, tests have been developed and conducted based on the objectives of the dual mediation model, an effectiveness model designed for free premiums. The proposed model is tested using various free premium characteristics (value, product premium fit), as well as consumers' characteristics (smart shopper's self-perception, free-gift proneness). The results of the study show that the use of high-value free premiums leads to better assessments of the promotional offer than the use of low-value free premiums. The use of low-value free premiums should be avoided because of negative irradiation effects on assessment of the promotional product. Consumers consider the value of a free premium to be more important than its functional relation to the product. In addition, a moderating role is empirically verified for both consumer characteristics.

This is a preview of subscription content, log in via an institution to check access.

Access this chapter

Log in via an institution
Chapter
USD 29.95
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever
eBook
USD 39.99
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever
Softcover Book
USD 54.99
Price excludes VAT (USA)
  • Compact, lightweight edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info

Tax calculation will be finalised at checkout

Purchases are for personal use only

Institutional subscriptions

Preview

Unable to display preview. Download preview PDF.

Unable to display preview. Download preview PDF.

References

  • Baron, R.M.; Kenny, D.A. (1986): The Moderator-Mediator Variable Distinction in Social Psychological Research: Conceptual, Strategic, and Statistical Considerations, in: Journal of Personality and Social Psychology, Vol. 51, No. 6, pp. 1173–1182.

    Article  Google Scholar 

  • Batra, R.; Ray, M.L. (1985): How Advertising Works at Contact, in: Alwitt, L.F.; Mitchell, A.A. (eds.): Psychological Processes and Advertising Effects, Hillsdale, pp. 13–43.

    Google Scholar 

  • Bauer, H.H.; Görtz, G.; Haber, T.E. (2004): Effective Sales Promotion, Management Arbeitspapiere, Mannheim.

    Google Scholar 

  • Bearden, W.O.; Rose, R.L. (1990): Attention to Social Comparison Information: An Individual Difference Factor Affecting Consumer Conformity, in: Journal of Consumer Research, Vol. 16, No. 4, pp. 461–471.

    Article  Google Scholar 

  • Blattberg, R.C.; Neslin, S.A. (1990): Sales Promotion. Concepts, Methods, and Strategies, Englewood Cliffs, NJ.

    Google Scholar 

  • Blattberg, R.C.; Briesch, R.; Fox, E.J. (1995): How Promotions Work, in: Marketing Science, Vol. 14, No. 3, S. 122–132.

    Article  Google Scholar 

  • Brown, S.P.; Staymann, D.M. (1992): Antecedents and Consequences of Attitude towards the Ad: A Meta-analysis, in: Journal of Consumer Research, Vol. 19, No. 1, pp. 34–51.

    Article  Google Scholar 

  • Burton, S.; Lichtenstein, D.R.; Netemeyer, R.G.; Garretson, J.A. (1998): A Scale for Measuring Attitude towards Private Label Products and an Examination of its Psychological and Behavioral Correlates, in: Journal of the Academy of Marketing Science, Vol. 26, No. 4, pp. 293–306.

    Article  Google Scholar 

  • Calder, B.J.; Phillips, L.W.; Tybout, A.M. (1981): Designing Research for Application, in: Journal of Consumer Research, Vol. 8, No. 2, pp. 197–207.

    Article  Google Scholar 

  • Chandon, P.; Wansink B.; Laurent, G. (2000): A Benefit Congruency Framework of Sales Promotion Effectiveness, in: Journal of Marketing, Vol. 64, No. 4, pp. 65–81.

    Article  Google Scholar 

  • D'Astous, A.; Jacob, I. (2002): Understanding Consumer Reactions to Premium-based Promotional Offers, in: European Journal of Marketing, Vol. 36, No. 11/12, pp. 1270–1286.

    Article  Google Scholar 

  • D'Astous, A.; Landreville, V. (2003): An Experimental Investigation of Factors Affecting Consumers' Perceptions of Sales Promotions, in: European Journal of Marketing, Vol. 37, No. 11/12, pp. 1746–1761.

    Article  Google Scholar 

  • Esser, B. (2002): Smart Shopping - Eine theoretische und empirische Analyse des preisleistungsorientierten Einkaufverhaltens von Konsumenten, Dissertation, Cologne.

    Google Scholar 

  • Frey, U.D. (1997): Sales Promotion - Power für mehr Umsatz, Landsberg/Lech.

    Google Scholar 

  • Gaeth, G.J.; Levin, I.P.; Chakraborty, G.; Levin, A.M. (1990): Consumer Evaluation of Multi-Product Bundles: An Information Integration Analysis, in: Marketing Letters, Vol. 2, No. 1, pp. 47–57.

    Article  Google Scholar 

  • Garretson, J.A.; Burton, S. (2003): Highly Coupon and Sale Prone Consumers: Benefits Beyond Price Savings, in: Journal of Advertising Research, Vol. 43, No. 3, pp. 162–173.

    Google Scholar 

  • Gedenk, K. (2002): Verkaufsförderung, München.

    Google Scholar 

  • Gedenk, K.; Hartmann, S.; Schulze, T. (2000): Die Wirkung von Produktzugaben, in: Zeitschrift für Betriebswirtschaft, Vol. 70, No. 12, pp. 1311–1330.

    Google Scholar 

  • Helm, R. (2001): Planung und Vermarktung von Innovationen: Die Präferenz von Konsumenten für verschiedene Innovationsumfänge unter Berücksichtigung des optimalen Stimulationsniveaus und markenbezogener Einflussfaktoren, Stuttgart.

    Google Scholar 

  • Henderson, C.M. (1994): Promotion Heterogeneity and Consumer Learning: Refining the Deal-Proneness Construct, in: Advances in Consumer Research, Vol. 21, No. 1, pp. 86–94.

    Google Scholar 

  • Hiam, A. (2000): Match Premiums to Marketing Strategies, in: Marketing News, Vol. 34, No. 20, p. 12.

    Google Scholar 

  • Holmbeck, G.N. (1997): Towards Terminological, Conceptual, and Statistical Clarity in the Study of Mediators and Moderators: Examples from the Child-clinical and Pediatric Psychology Literatures, in: Journal of Consulting and Clinical Psychology, Vol. 65, No. 4, pp. 599–610.

    Article  Google Scholar 

  • Kahn, B.E.; McAlister, L. (1997): Grocery Revolution: The New Focus on the Consumer, Reading, MA.

    Google Scholar 

  • Larsen, D.; Watson, J.J. (2001): A Guide Map to the Terrain of Gift Value, in: Psychology & Marketing, Vol. 18, No. 8, pp. 889–906.

    Article  Google Scholar 

  • Lichtenstein, D.R.; Netemeyer, R.G.; Burton, S. (1990): Distinguishing Coupon Proneness From Value Consciousness: An Acquisition-Transaction Utility Theory Perspective, in: Journal of Marketing, Vol. 54, No. 3, pp. 54–67.

    Article  Google Scholar 

  • Lichtenstein, D.R.; Netemeyer, R.G.; Burton, S. (1995): Assessing the Domain Specificity of Deal Proneness: A Field Study, in: Journal of Consumer Research, Vol. 22, No. 2, pp. 314–326.

    Article  Google Scholar 

  • Low, G.S.; Lichtenstein, D.R. (1993): Technical Research Note - The Effect of Double Deals on Consumer Attitudes, in: Journal of Retailing, Vol. 69, No. 4, pp. 453–466.

    Article  Google Scholar 

  • MacKenzie, S.B.; Lutz, R.J.; Belch, G.E. (1986): The Role of Attitude Towards the Ad as a Mediator of Advertising Effectiveness: A Test of Competing Explanations, in: Journal of Marketing Research, Vol. 23, No. 2, pp. 130–143.

    Article  Google Scholar 

  • Mano, H.; Elliott, M.T. (1997): Smart-Shopping: The Origins and Consequences of Price Savings, in: Advances in Consumer Research, Vol. 24, No. 1, pp. 504–508.

    Google Scholar 

  • Petty, R.E.; Cacioppo, J.T. (1986): Communication and Persuasion: Central and Periphal Routes to Attitude Change, New York, NY.

    Google Scholar 

  • Sharma, S.; Durand, R.M.; Gur-Arie, O. (1981): Identification and Analysis of Moderator Variables, in: Journal of Marketing Research, Vol. 18, No. 3, pp. 291–300.

    Article  Google Scholar 

  • Shimp, T.A.; Dyer, R.F.; Divita, S.F. (1976): An Experimental Test of the Harmful Effects on Premium-Oriented Commercials on Children, in: Journal of Consumer Research, Vol. 3, No. 1, pp. 1–11.

    Google Scholar 

  • Shimp, T.A. (1981): Attitude towards the Ad as a Mediator of Consumer Brand Choice, in: Journal of Advertising, Vol. 10, No. 2, pp. 9–15.

    Article  Google Scholar 

  • Simonson, I.; Carmon, Z.; O'Curry, S. (1994): Experimental Evidence on the Negative Effect of Product Features and Sales Promotions on Brand Choice, in: Marketing Science, Vol. 13, No. 1, pp. 23–40.

    Article  Google Scholar 

  • Steenkamp, J.-B.; Van Trijp, H.C. (1991): The Use of Lisrel in Validating Marketing Constructs, in: International Journal of Research in Marketing, Vol. 8, No. 4, pp. 283–299.

    Article  Google Scholar 

  • Urban, D.; Mayerl, J. (2006): Mediator-Effekte in der Regressionsanalyse, www.unistuttgart.de/soz/soziologie/regression/Mediator-Effekte_v1-2.pdf, accessed September 17, 2006.

  • Tellis, G.J. (1997): Advertising and Sales Promotion Strategy, Reading, MA.

    Google Scholar 

  • West, R. (2006): Get Payback from a Giveaway, in: Marketing Week, Vol. 29, No. 15, pp. 43–44.

    Google Scholar 

  • Zeithaml, V.A. (1988): Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence, in: Journal of Marketing, Vol. 52, No. 3, pp. 2–22.

    Article  Google Scholar 

Download references

Author information

Authors and Affiliations

  1. Unilever-Chair of Marketing and Business Administration, Friedrich-Schiller-University Jena, Jena, Germany

    Roland Helm, Antje Mark & Sabine Bley

Authors
  1. Roland Helm
    View author publications

    You can also search for this author in PubMed Google Scholar

  2. Antje Mark
    View author publications

    You can also search for this author in PubMed Google Scholar

  3. Sabine Bley
    View author publications

    You can also search for this author in PubMed Google Scholar

Corresponding author

Correspondence to Roland Helm .

Editor information

Editors and Affiliations

  1. University of Fribourg, Switzerland

    Dirk Morschett

  2. University of St. Gallen, Switzerland

    Thomas Rudolph

  3. Vienna University of Economics and Business Administration, Austria

    Peter Schnedlitz

  4. Saarland University, Germany

    Hanna Schramm-Klein

  5. University of Trier, Germany

    Bernhard Swoboda

Rights and permissions

Reprints and permissions

Copyright information

© 2009 Gabler | GWV Fachverlage GmbH

About this chapter

Cite this chapter

Helm, R., Mark, A., Bley, S. (2009). The Effect of Free Product Premiums on Attitudes and Buying Intention for Durable Goods: Moderating Effects of Value and Product Premium Fit in the Dual Mediation Model. In: Morschett, D., Rudolph, T., Schnedlitz, P., Schramm-Klein, H., Swoboda, B. (eds) European Retail Research. European Retail Research. Gabler Verlag, Wiesbaden. https://doi.org/10.1007/978-3-8349-8203-2_2

Download citation

  • DOI: https://doi.org/10.1007/978-3-8349-8203-2_2

  • Received:

  • Revised:

  • Accepted:

  • Publisher Name: Gabler Verlag, Wiesbaden

  • Print ISBN: 978-3-8349-1225-1

  • Online ISBN: 978-3-8349-8203-2

  • eBook Packages: Business and EconomicsBusiness and Management (R0)

Publish with us

Policies and ethics

Search

Navigation