我可以等:促销框架对消费者偏好的影响

IF 2.4 4区 管理学 Q3 BUSINESS International Journal of Market Research Pub Date : 2024-03-20 DOI:10.1177/14707853241240602
Xina Yuan, Yi (Fionna) Xie, Ping Wang, Renfang Liu
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引用次数: 0

摘要

销售经理们通常都在努力创造促销框架和促销奖励时机的有效组合。然而,收益框架(与损失减少框架)促销是否更适合与即时促销或延迟促销相结合,这仍然是一个未决问题。在三项研究中,我们发现促销信息的收益(与损失减少)框架会激活高(与低)构想水平,从而导致对延迟(与立即)促销的更高偏好。我们还发现,时间感知会调节所提出的效应。具体来说,具有时间高估(与时间低估)感知的消费者更有可能在低(高)构想水平时选择立即(延迟)促销。我们的研究结果为营销人员和零售商提供了启示,即在收益促销框架下,消费者愿意在更长的时间内等待更高的回报,而在损失减少促销框架下,即使收益低得多,他们也更愿意立即获得回报。
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That I can wait: The effect of promotion framing on consumer preferences
Sales managers often struggle to create effective combinations of promotion framing and promotion reward timing. However, whether gain-framing (vs. loss-reduction framing) promotions are better suited to be combined with immediate or delayed promotions remains an open question. In three studies, we show that the gain (vs. loss-reduction) framing of promotion information activates a high (vs. low) construal level, which leads to a higher preference for delayed (vs. immediate) promotions. We also find that time perception moderates the proposed effect. Specifically, consumers with time-overestimating (vs. time-underestimating) perception are more likely to choose immediate (delayed) promotions when they are at a low (high) construal level. Our findings provide insights for marketers and retailers that consumers would like to wait for a higher reward in a longer horizon under the gain promotion frame, while they prefer an immediate reward even if the benefit is much lower under the loss-reduction promotion frame.
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来源期刊
CiteScore
6.00
自引率
6.70%
发文量
38
期刊介绍: The International Journal of Market Research is the essential professional aid for users and providers of market research. IJMR will help you to: KEEP abreast of cutting-edge developments APPLY new research approaches to your business UNDERSTAND new tools and techniques LEARN from the world’s leading research thinkers STAY at the forefront of your profession
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