Consumer evaluation of a free gift with purchase promotion may be influenced by perceived congruity between the gift and the focal product included in the offer. Compared to a high or a low degree, a moderate degree of congruity may trigger relatively higher elaboration, leading to higher evaluations. The information processing style that consumers engage in at the time of evaluation may moderate this effect of perceived congruity on offer evaluation. Processing information analytically may accentuate the inverted U relationship between perceived congruity and offer evaluation. Processing information relationally may attenuate elaboration in response to moderate congruity and, in turn, dampen the difference between the effects of moderate and high degrees of congruity on evaluation. In a set of six studies, we find corroborating evidence for these effects across different product categories, dependent variables, and measured and manipulated forms of information processing styles. What type of gift product should be used to increase the effectiveness of a free gift with purchase promotional offer? This research suggests that managers should pair a moderately congruent gift product with a focal product to enhance consumer evaluation of the promotion and increase purchase likelihood. Additionally, if managers can discern a consumer segment’s tendency to process information analytically or relationally, it may help them to further fine-tune the promotions. Specifically, the effect of moderate congruity on consumer evaluations is likely to be more pronounced for consumers who tend to process information about the products analytically. In contrast, when a consumer segment tends to process information relationally, then pairing a highly congruent gift product with a focal product may also enhance consumer evaluations and purchase likelihoods.