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50% off or buy one get one free? Frame preference as a function of consumable nature in dairy products
1Center for Social and Economic Behavior Institute of Psychology, Chinese Academy of Sciences, Beijing, China. lishu@psych.ac.cn
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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