Free gift reduces product return

What is it about?

This paper shows that a gift-with-purchase promotion reduces consumer product returns. This relationship was due to perceived loss in returning a product. Furhermore, the choice of free gifts reduces product return intention

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Why is it important?

The current article sheds light on an important issue in marketing: how marketers can prevent consumers from returning previously purchased goods. In sum, consumers prefer to seize the deal rather than to return it when they get a gift-with-purchase, have a chance to select a free gift, and are highly involved with the product.