Cents or Percent ? The Effects of Promotion Framing on Price Expectations and Choise  

Oleh:

DelVecchio, Devon ; Krishnan, H. Shanker ; Smith, Daniel C.

Jenis: Article from Journal - ilmiah internasional
Dalam koleksi: Journal of Marketing (EBSCO) vol. 71 no. 3 (Jul. 2007), page 158-170.
Topik: framing; promotion framing; price expectations; choice

Ketersediaan

Perpustakaan Pusat (Semanggi) Nomor Panggil: JJ94.12 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

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Isi artikel

Previous research has shown the monetary value of a promotion (promotion depth) affects choice during the promotion period. However, as promotion depth increases, consumers might lower theiir expectations of future price, which in turn may threaten future choice when prices return to normal levels. This research examines how promotion frame (percentage off versus cents off) moderates the effect of promotion depth on post promotion price expectations and choice. The findings indicate that compared with cents - off promotions, high - depth percentage - off promotions lead to higher post promotion price expectations. Likewise, post promotion choice is higher when high - depth promotions are framed in percentage off than cents - off terms. The authors examine the process underlying the effect of promotion frame on price expectations and find that frame effects : 1. consumers' perceptions of the promoted price and 2. the weight they place on the promoted price.

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