Hiding Gifts Behind the Veil of Vouchers: the Effect of Gift Vouchers in Conditional Promotions

Yan Zhang, National University of Singapore, Singapore
Yu Ding, Columbia University, USA
To boost sales, companies often conduct gift promotions. Should companies present gifts directly or distribute vouchers that can be exchanged for gifts? Six experiments find that using a voucher, as compared to presenting a gift directly, decreases purchase intention for high-value-gift promotions but increases purchase intention for low-value-gift promotions.
[ to cite ]:
Yan Zhang and Yu Ding (2017) ,"Hiding Gifts Behind the Veil of Vouchers: the Effect of Gift Vouchers in Conditional Promotions", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 990-992.