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Paper Stäbler accepted in Journal of Advertising Research

Published: 19th November 2019 Last updated: 19th November 2019

Samuel Stäbler got a single-authored paper on “Well-meant, poorly done: the negative consequences of giveaways” accepted for publication in the Journal of Advertising Research.

Abstract

Through giveaways, companies primarily expect to create awareness and strengthen their brands. However, little academic research has examined the effectiveness of giveaways. This paper reports the results of two studies on giveaways’ effectiveness. The first study, a laboratory experiment with 678 respondents, finds that giveaways of low quality may have a negative impact on consumers’ attitude toward the sponsor brand. In combination with certain types of giveaways, the negative effect is even stronger. Fortunately, results of a second study offer a ray of hope: an experiment with 104 respondents shows that companies can benefit from giveaways as long as the giveaways are personalized.