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The Framing of Sales Promotions: Effects on Reference Price Change
| Content Provider | Semantic Scholar |
|---|---|
| Author | Diamond, William D. Campbell, Leland |
| Copyright Year | 1989 |
| Abstract | A rationale for a difference in the framing of monetary and nonmonetary sales promotions is presented. Price promotions are most likely to be framed as reduced losses. They will be integrated with the purchase price and affect reference price. Nonmonetary promotions are likely to be framed as gains segregated from the purchase price and will not affect reference price. Experimental results supported this hypothesis. Assimilation-contrast theory is more consistent with the experimental data than the anchoring and adjustment heuristic. Subjects either heavily weighted discounted prices or ignored them to form reference prices. |
| File Format | PDF HTM / HTML |
| Alternate Webpage(s) | http://www.communicationcache.com/uploads/1/0/8/8/10887248/the_framing_of_sales_promotions-_effects_on_reference_price_change.pdf |
| Language | English |
| Access Restriction | Open |
| Content Type | Text |
| Resource Type | Article |
