That I can wait: The effect of promotion framing on consumer preferences

IF 2.4 4区 管理学 Q3 BUSINESS
Xina Yuan, Yi (Fionna) Xie, Ping Wang, Renfang Liu
{"title":"That I can wait: The effect of promotion framing on consumer preferences","authors":"Xina Yuan, Yi (Fionna) Xie, Ping Wang, Renfang Liu","doi":"10.1177/14707853241240602","DOIUrl":null,"url":null,"abstract":"Sales managers often struggle to create effective combinations of promotion framing and promotion reward timing. However, whether gain-framing (vs. loss-reduction framing) promotions are better suited to be combined with immediate or delayed promotions remains an open question. In three studies, we show that the gain (vs. loss-reduction) framing of promotion information activates a high (vs. low) construal level, which leads to a higher preference for delayed (vs. immediate) promotions. We also find that time perception moderates the proposed effect. Specifically, consumers with time-overestimating (vs. time-underestimating) perception are more likely to choose immediate (delayed) promotions when they are at a low (high) construal level. Our findings provide insights for marketers and retailers that consumers would like to wait for a higher reward in a longer horizon under the gain promotion frame, while they prefer an immediate reward even if the benefit is much lower under the loss-reduction promotion frame.","PeriodicalId":47641,"journal":{"name":"International Journal of Market Research","volume":null,"pages":null},"PeriodicalIF":2.4000,"publicationDate":"2024-03-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"International Journal of Market Research","FirstCategoryId":"91","ListUrlMain":"https://doi.org/10.1177/14707853241240602","RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q3","JCRName":"BUSINESS","Score":null,"Total":0}
引用次数: 0

Abstract

Sales managers often struggle to create effective combinations of promotion framing and promotion reward timing. However, whether gain-framing (vs. loss-reduction framing) promotions are better suited to be combined with immediate or delayed promotions remains an open question. In three studies, we show that the gain (vs. loss-reduction) framing of promotion information activates a high (vs. low) construal level, which leads to a higher preference for delayed (vs. immediate) promotions. We also find that time perception moderates the proposed effect. Specifically, consumers with time-overestimating (vs. time-underestimating) perception are more likely to choose immediate (delayed) promotions when they are at a low (high) construal level. Our findings provide insights for marketers and retailers that consumers would like to wait for a higher reward in a longer horizon under the gain promotion frame, while they prefer an immediate reward even if the benefit is much lower under the loss-reduction promotion frame.
我可以等:促销框架对消费者偏好的影响
销售经理们通常都在努力创造促销框架和促销奖励时机的有效组合。然而,收益框架(与损失减少框架)促销是否更适合与即时促销或延迟促销相结合,这仍然是一个未决问题。在三项研究中,我们发现促销信息的收益(与损失减少)框架会激活高(与低)构想水平,从而导致对延迟(与立即)促销的更高偏好。我们还发现,时间感知会调节所提出的效应。具体来说,具有时间高估(与时间低估)感知的消费者更有可能在低(高)构想水平时选择立即(延迟)促销。我们的研究结果为营销人员和零售商提供了启示,即在收益促销框架下,消费者愿意在更长的时间内等待更高的回报,而在损失减少促销框架下,即使收益低得多,他们也更愿意立即获得回报。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
求助全文
约1分钟内获得全文 求助全文
来源期刊
CiteScore
6.00
自引率
6.70%
发文量
38
期刊介绍: The International Journal of Market Research is the essential professional aid for users and providers of market research. IJMR will help you to: KEEP abreast of cutting-edge developments APPLY new research approaches to your business UNDERSTAND new tools and techniques LEARN from the world’s leading research thinkers STAY at the forefront of your profession
×
引用
GB/T 7714-2015
复制
MLA
复制
APA
复制
导出至
BibTeX EndNote RefMan NoteFirst NoteExpress
×
提示
您的信息不完整,为了账户安全,请先补充。
现在去补充
×
提示
您因"违规操作"
具体请查看互助需知
我知道了
×
提示
确定
请完成安全验证×
copy
已复制链接
快去分享给好友吧!
我知道了
右上角分享
点击右上角分享
0
联系我们:info@booksci.cn Book学术提供免费学术资源搜索服务,方便国内外学者检索中英文文献。致力于提供最便捷和优质的服务体验。 Copyright © 2023 布克学术 All rights reserved.
京ICP备2023020795号-1
ghs 京公网安备 11010802042870号
Book学术文献互助
Book学术文献互助群
群 号:481959085
Book学术官方微信