「附送贈品」一向是一種很吸引消費者注意的促銷方式，選擇一個好贈品對於促銷的成功與否具有關鍵之地位。贈品依取得成本來分，可區分為免費式贈品（free）與自償式贈品（self- liquidated）。本研究欲探討的促銷組合為一組「免費贈品 + 自償贈品」二選一的贈品組合，企圖了解消費者在「免費獲得」和「加錢換更好」的贈品中如何取捨，免費的一定較佳？加點錢換的一定更好？取決的方向和因素為何？如何選擇和組合贈品，以有效達到促銷成本之最低？
另外，商店形象好壞、主產品價位、贈品本身互補性以及消費者本身風險嫌惡程度等因素又會如何影響消費者在面對此佔促銷方案的選擇意願？為了解以上問題，本研究將利用實驗問卷之設計與分析來探討消費者在不同情境或因素下，選擇的意願與願意加錢換自償贈品之金額將會有何不同的變化，以下為本研究之結論：
一、免費與自償贈品之品牌知名度有顯著之影響。免費贈品品牌為不知名、自償贈品品牌為知名時消費者願意加錢換自償贈品之金額較高。
二、免費贈品品牌為不知名時，贈品本身的互補性高低對消費者選擇意願沒有顯著影響。
三、對風險嫌惡程度高者，贈品本身的互補性高低對消費者選擇意願沒有顯著影響。
四、最好的組合為一組互補性高的贈品，免費贈品品牌為不知名、自償贈品品牌為知名品牌；考慮搭配之主產品時，商店形象較差的商店只適合搭配高價位之主產品。

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