TY - JOUR T1 - Predicting Premium Proneness JF - Journal of Advertising Research JO - J Advert Res SP - 287 LP - 296 DO - 10.2501/S0021849908080331 VL - 48 IS - 2 AU - Gerard P. Prendergast AU - Derek T. Y. Poon AU - Alex S. L. Tsang AU - Ting Yan Fan Y1 - 2008/06/01 UR - http://www.journalofadvertisingresearch.com/content/48/2/287.abstract N2 - A premium is a free gift offered to consumers when they purchase a product, and marketers in many product categories are using them as a sales promotional tool. That consumers should be prone to buying products with premiums, therefore, is of obvious importance to marketers. This study investigated deal proneness, compulsive-buying tendency, time pressure, and variety-seeking tendency as predictors of premium proneness. The results of a survey with a sample of consumers suggest that all the factors, except time pressure, predict premium proneness. Recommendations are made for marketers regarding how to capitalize on these drivers of premium proneness in order to maximize the marketing impact of their premium-based promotions. ER -