Effects of pricing and promotion on consumer perceptions: it depends on how you frame it

Author: Darke, Peter R.; Chung, Cindy M. Y.

Description: This research examined the extent to which different promotional frames increased perceptions of deal value. Price discounts dominate the sales promotions employed by marketers. The framing literature suggests discounts have robust positive effects on consumer perceptions of deal value. However, the current research showed that negative quality inferences moderated discount framing effects and undermined deal value, particularly when no assurance of product quality was provided. Every-day-low-price offers were also vulnerable to negative quality inferences, while free gift frames maintained quality perceptions and increased deal value. Product trial acted to further magnify promotional framing effects, according to a confirmation bias. These findings were consistent with an attribute framing mechanism.

Subject headings: Pricing; Promotion; Consumer perception

Publication year: 2005

Journal or book title: Journal of Retailing

Volume: 81

Issue: 1

Pages: 35-47

Find the full text: https://www.sciencedirect.com/science/article/pii/S0022435905000047

Find more like this one (cited by): https://scholar.google.com/scholar?cites=3789656242141073300&as_sdt=5,26&sciodt=0,26&hl=en

Serial number: 3284

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