Item Infomation
Title: |
Price promotions, beneficiary framing, and mental accounting |
Authors: |
Geoffrey, Fisher Matthew, McGranaghan Jura, Liaukonyte |
Issue Date: |
2023 |
Publisher: |
Springer |
Abstract: |
We introduce the idea of beneficiary framing to the promotion response literature. Two large-scale field experiments (total N = 73,010) in the context of print-at-home coupons show that framing a savings message as affecting a beneficiary (i.e., “save for X”) increases coupon printing and redemptions. This beneficiary framing effect is equivalent to an incremental $0.05 (3.4%) of coupon value. We report eight additional studies (total N = 3,052) to investigate the mechanism, replicability, and role of salience. We find evidence supporting a mental accounting explanation: participants with beneficiary-related budget categories rate beneficiary-framed coupons as more account-relevant and more valuable than non-beneficiary-framed coupons. |
Description: |
CC BY |
URI: |
https://link.springer.com/article/10.1007/s11129-023-09261-0 https://dlib.phenikaa-uni.edu.vn/handle/PNK/8449 |
Appears in Collections |
OER - Kinh tế và Quản lý |
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