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

Authors
Type
Published Article
Journal
The Journal of social psychology
Publication Date
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.

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