Affordable Access

50% off or buy one get one free? Frame preference as a function of consumable nature in dairy products.

Authors
  • Li, Shu
  • Sun, Yan
  • Wang, Yong
Type
Published Article
Journal
The Journal of social psychology
Publication Date
Aug 01, 2007
Volume
147
Issue
4
Pages
413–421
Identifiers
PMID: 17955751
Source
Medline
License
Unknown

Abstract

Previous studies on how framing differentially affects consumer perceptions of value from equivalent deals indicate that perceptions of deal value from price-saving versus extra-product promotions are moderated by the stock-up characteristic of the category. In this study, the authors explored the relationship between stock-up characteristic and frame preference and the influence of the consumable nature of goods on frame preference. An experiment involving 223 student participants showed that consumable nature, but not stock-up characteristic, affected frame preference. The authors discuss the implications of this finding for the study of information framing and how it impacts consumer judgment and decision making.

Report this publication

Statistics

Seen <100 times