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Electroencephalographic, Heart Rate, and Galvanic Skin Response Assessment for an Advertising Perception Study: Application to Antismoking Public Service Announcements
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Consumer responses to savings message framing.

Bi Yang1, Anna S Mattila2

  • 1School of Hospitality Management, The Pennsylvania State University, 209 Mateer Building, University Park, PA 16802, United States.

Annals of Tourism Research
|August 25, 2020
PubMed
Summary
This summary is machine-generated.

Consumer responses to savings messages depend on weather and framing. Gain-framed messages work best in rainy conditions, but this effect vanishes when savings are in percentages.

Keywords:
Framing effectMoodSavings messagesWeather

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Area of Science:

  • Consumer Behavior
  • Marketing Communications
  • Tourism and Hospitality Management

Background:

  • Savings messages are widely used in marketing but their impact on consumer responses in tourism and hospitality remains understudied.
  • Understanding how different message frames interact with environmental factors is crucial for effective marketing strategies.

Purpose of the Study:

  • To investigate the combined effect of savings message framing (gain-framed vs. nonloss-framed) and weather conditions (sunny vs. rainy) on consumer attitudes.
  • To identify boundary conditions, specifically the role of savings presentation (absolute amount vs. percentage), on the effectiveness of savings messages.

Main Methods:

  • Experimental design manipulating savings message type (gain-framed, nonloss-framed) and simulated weather conditions (sunny, rainy).
  • Measurement of consumer attitude towards a hospitality service or product.
  • Analysis of the interaction between message frame, weather, and savings presentation format (dollar amount vs. percentage).

Main Results:

  • Consumers in rainy weather conditions showed a more favorable attitude towards gain-framed savings messages compared to nonloss-framed messages.
  • The positive effect of gain-framed messages in rainy weather was significantly reduced under sunny weather conditions.
  • When savings were presented as a percentage, the advantage of gain-framed messages over nonloss-framed messages disappeared, regardless of weather.

Conclusions:

  • Weather conditions significantly moderate the effectiveness of gain-framed savings messages in the tourism and hospitality sector.
  • The presentation format of savings (percentage vs. absolute value) acts as a boundary condition, influencing the differential impact of message frames.
  • Marketers should tailor savings message framing based on prevailing weather conditions and consider using percentage-based savings to mitigate framing effects.