Study level
- PhD
- Master of Philosophy
Faculty/School
Faculty of Business and Law
Topic status
We're looking for students to study this topic.
Supervisors
- Position
- Professor
- Division / Faculty
- Faculty of Business & Law
- Position
- Senior Lecturer
- Division / Faculty
- Faculty of Business & Law
Overview
Have you collected any? From the McDonalds' 1998 Vintage to the Coles 2018 Little Shop and the Woolworth 2019 Lion King Ooshies, retailers have been trying many collectable premium/gift promotions, and most of them are free to get with a certain amount of consumption in the retailer's store.
Generally speaking, premium promotion is an important marketing promotion strategy which increases the retailers' revenue and brand reputation (Foubert et al. 2008; Septianto et al. 2020). For example, Wang, Japutra and Molinillo (2020) found that branded premiums not only helped the promoted brand (a tourism destination) to achieve a high level of willingness to pay and to purchase, also helped the branded premium (a branded free jacket) to achieve a high level of brand recall. Some collectable sets of branded premiums worth thousands of dollars on the market, for example, a complete set of Woolworth's Lion King (the branded premium) Ooshies was priced $4000 Australian dollar on eBay.
Different from the non-collectable premiums, consumers can collect an entire set of free-gifts in a collectable premium promotion. This tendency is expected to increase repeated purchase for the retailers (Hastings et al. 2006; Lambert and Goh 2020). However, its collectable nature raised concerns from both the society (e.g., news article published by Grimmer and Grimmer 2019) and the academic (e.g., journal articles published by McAlister and Cornwell 2012; Lambert and Goh 2020). The arguments are consistently pointed to its potential negative influences on children (e.g., pestering parents to buy more frequently, being brand-savvy, or having a gambling tendency).
Are children so vulnerable toward the collectable premium promotion? Concerns on children's vulnerability are rooted in their low cognitive ability to understand marketing persuasion (Kunkel et al. 2004; Boerman and Van Reijmersdal 2020). Contrary to this myth, several recent studies have shown that children young as four-year-old do understand advertising cognitively (Wang and Mizerski 2019; Wang and Japutra 2021; Wang and Mortimer 2021). Therefore, to what extent are children vulnerable to this marketing strategy and how to reduce their vulnerability? These questions will be the starting point of your research.
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