Consumers want to express their original unique personality, and even are willing to endure high expenses in order to do this. One noticeable strategy in the market, used by companies to suit for this consumer sentiment, is that of employing limited edition marketing and limited free gifts. This study investigated the effects of limited free gifts on consumer response. Specifically, the present study examined how the need for uniqueness moderated the effects of limited free gifts on brand commitment and attitudes. The online survey method was used to gather the data and a total of 224 data were used to analyze data. The results of the research were as follows. The findings revealed four dimensions of limited free gifts: scarcity/specialty, not for sale, complementarity, and risk. Complementarity positively affected brand commitment, while all four dimensions of limited free gifts positively influenced brand attitude. In addition, the need for uniqueness was proven to be the strongest variable which positively influenced brand commitment and attitudes. Also, when the need for uniqueness was applied as a moderating variable, depending on the levels of the need for uniqueness, the effects of riskiness on the consumer’s response were shown to be different. The findings of this study infer various academic and practical applications.

현대사회는 노인인구의 증가와 더불어 핵가족화가 가속화 되면서 노인세대를 독립된 세대로 점점 나누어 가고 있다. 이로 인해 노인가족 역시 증가추세를 보이고 있다. 베이비붐 세대는 지금까지 사회 전반적 흐름을 주도해온 세대로서 기존의 노인들과는 차이를 보인다. 기존의 노인층은 노년을 인생의 종말기로 인식하고 있지만, 베이비붐 세대는 이 시기를 건강하게 보내면서 자아실 현의 기회로 삼으려는 경향을 보이고 있다. 노인가구의 환경요인과 욕구특성을 분석하여 주택문제를 비롯하여 문화 활동 및 여가와 취미생활 등을 욕구특성과 환경요인에 맞도록 제안하여 베이비붐세대들이 노년을 행복하고 건강하게 보낼 수 있도록 하는 것이 연구의 목적이다.