本研究檢驗消費者在日常生活中普遍發生但被忽略探討的促銷話題-常見的促銷手法如何影響消費者的購買行為。從兩個實驗中驗證，當賣方使用免費禮物的促銷方法，花錢不敏感的奢侈鬼（Spendthrifts）比起對於花錢總是斤斤計較的小氣鬼（Tightwads）有較高的價格公平知覺與購買意願（experiment 1）。此外，本研究進一步發現，兩類型消費者僅在折價促銷標示明確時間限制時產生出差異性的購買意願(experiment 2)。本研究的發現除了擴充對於小氣鬼和奢侈鬼的探討範圍，並可以幫助行銷者增加促銷活動的效益。

This research examines pervasive but ignored promotions situation which consumers encounter in life-how they influence on purchase behavior. We demonstrate from two studies that Spendthrifts who spend with no sensitivity have higher perception of price fairness and purchase intention than Tightwads who spend with calculating when seller provides free gift promotion（experiment 1）。Moreover, This study has further findings that two types of customers have differentiation purchase intention only when price reduction promotion with explicit time limit.（experiment 2）。These findings can not only expand Tightwads and Spendthrifts’ research scopes, but also help marker to increase the effectiveness when they hold promotion activities.

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