Is 1 + 1 bigger than 2 The influence of picture physical position on segregation and aggregation deal framing effect

Abstract

The present study explores the interaction effect of product picture physical position, segregation and aggregation deal framing on advertising persuasiveness, and identifies the boundary condition of this interaction effect. It recruits real consumers from Taobao, which is the world-leading B2C website; uses advertising click rate (S1, 2), consumers' perceived saving as dependent (S3); then analyses the data using logistic regression analysis, chi-square test and ANCOVA. It reveals that when product pictures align vertically, the advertisement using segregation deal framing is more persuasive than the advertisement using aggregation deal framing; vice verse for advertisement in which the product pictures align horizontally. However, the interaction effect eliminates when the discount is not attractive and is reversed when the components in bundle is promoted in different discount levels.