Message framing is a central strategy in green hotel marketing, yet the role of hotel brand biography in shaping framing effects remains underexplored. Drawing on the reference dependence principle of Prospect Theory, this study develops the Dual Reference-Point Synergy Model (DRPSM), positioning brand biography as an institutional reference point and consumer appeal as an individual reference point to elucidate their interactive effects. Across three scenario-based experiments, gain-framed messages paired with Top dog brand biographies and loss-framed messages paired with Underdog brand biographies significantly increased consumers’ willingness to pay a premium for green hotels. This effect was mediated by emotional arousal and was particularly pronounced among rationally-oriented consumers. Theoretically, the study extends the boundary conditions of reference dependence by highlighting the synergy between institutional and individual reference points. Practically, it offers actionable guidance for green hotels to align message framing with brand narratives and tailor marketing strategies to consumer appeals.
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