Price promotions, beneficiary framing, and mental accounting
CC BY
Lưu vào:
| Tác giả chính: | , , |
|---|---|
| Định dạng: | Sách |
| Ngôn ngữ: | English |
| Nhà xuất bản: |
Springer
2023
|
| Chủ đề: | |
| Truy cập trực tuyến: | https://link.springer.com/article/10.1007/s11129-023-09261-0 https://dlib.phenikaa-uni.edu.vn/handle/PNK/8449 |
| Từ khóa: |
Thêm từ khóa
Không có từ khóa, Hãy là người đầu tiên đánh dấu biểu ghi này!
|
| id |
oai:localhost:PNK-8449 |
|---|---|
| record_format |
dspace |
| 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 |
8.891695 |