Nonprice-Oriented Consumer Sales Promotion.  Previous research on the impact of consumer sales promotion has focused on price-oriented  promotions, and research on persistence of newly-formed attitudes has emphasized the effects of different advertising cues.  My research uses a series of repeated-measures-experiments to examine the delayed attitudinal effects of direct consumer premiums (i.e., the most frequently used nonprice-oriented consumer sales promotion). Direct consumer premiums are also referred to as free-gift-with-purchase premiums.  These studies investigate attitude formation and persistence, and the impact of different direct consmer premiums on individuals’ attitudes-toward-promoted-products in different time periods. The basic issue that these studies address is: if direct consumer premiums influence individuals’ attitudes-toward-promoted-products in promotion time periods, do certain direct consumer premiums continue to stimulate delayed attitudinal effects in postpromotion time periods?  The absence of research together with the plethora of promotions utilized by firms in a variety of industries should increase the managerial value of these studies.