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Price promotions, beneficiary framing, and mental accounting

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Bibliographic Details
Main Authors: Geoffrey, Fisher, Matthew, McGranaghan, Jura, Liaukonyte
Format: Book
Language:English
Published: Springer 2023
Subjects:
Price promotions
beneficiary framing
Online Access:https://link.springer.com/article/10.1007/s11129-023-09261-0
https://dlib.phenikaa-uni.edu.vn/handle/PNK/8449
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spelling oai:localhost:PNK-84492023-05-12T04:07:06Z Price promotions, beneficiary framing, and mental accounting Geoffrey, Fisher Matthew, McGranaghan Jura, Liaukonyte Price promotions beneficiary framing CC BY 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. 2023-05-12T04:07:06Z 2023-05-12T04:07:06Z 2023 Book https://link.springer.com/article/10.1007/s11129-023-09261-0 https://dlib.phenikaa-uni.edu.vn/handle/PNK/8449 en application/pdf Springer
institution Digital Phenikaa
collection Digital Phenikaa
language English
topic Price promotions
beneficiary framing
spellingShingle Price promotions
beneficiary framing
Geoffrey, Fisher
Matthew, McGranaghan
Jura, Liaukonyte
Price promotions, beneficiary framing, and mental accounting
description CC BY
format Book
author Geoffrey, Fisher
Matthew, McGranaghan
Jura, Liaukonyte
author_facet Geoffrey, Fisher
Matthew, McGranaghan
Jura, Liaukonyte
author_sort Geoffrey, Fisher
title Price promotions, beneficiary framing, and mental accounting
title_short Price promotions, beneficiary framing, and mental accounting
title_full Price promotions, beneficiary framing, and mental accounting
title_fullStr Price promotions, beneficiary framing, and mental accounting
title_full_unstemmed Price promotions, beneficiary framing, and mental accounting
title_sort price promotions, beneficiary framing, and mental accounting
publisher Springer
publishDate 2023
url https://link.springer.com/article/10.1007/s11129-023-09261-0
https://dlib.phenikaa-uni.edu.vn/handle/PNK/8449
_version_ 1765717598770561024
score 8.891145

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