Dollar-Off or Percent-Off? Discount Framing, Construal Levels, …

Sukki Yoon Bryant University, [email protected] Kacy Kim Bryant University, [email protected] Sujin Kim University of Texas at Austin Gabrielle Corner Elon University Follow this and additional works at: https://digitalcommons.bryant.edu/mark_jou Part of the … See more

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Dollar-Off Or Percent-Off? Discount Framing, Construal Levels, And ...

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Mar 28, 2019 · Kim et al. (2019) framed the advertising message as either dollar off or percent off. An example for the dollar off discount framing is "buy 2, get $10 off" whereas an example for …

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Dollar-Off Or Percent-Off? Discount Framing, Construal Levels, And ...

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Mar 28, 2019 · Building on construal level theory, Study 1 shows how dollar-off discount framings (“Buy 2, get $10 off”) trigger low-level construal, while percent-off discount framings (“Buy 2, …

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Effect Of Discount Frame On Consumer Responses: Moderation Of ...

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Aug 7, 2023 · Building on construal level theory, Study 1 shows how dollar-off discount framings (“Buy 2, get $10 off”) trigger low-level construal, while percent-off discount framings (“Buy 2, …

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Dollar Or Percentage? The Effect Of Reward Presentation On Referral ...

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Dec 29, 2023 · Building on construal level theory, Study 1 shows how dollar-off discount framings (“Buy 2, get $10 off”) trigger low-level construal, while percent-off discount framings (“Buy 2, …

researchgate.net

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Dollar-Off Or Percent-Off? Discount Framing, Construal Levels, And ...

1 week from now

Building on construal level theory, Study 1 shows how dollar-off discount framings (%22Buy 2, get $10 off") trigger low-level construal, while percent-off discount framings ("Buy 2, Get 50% off") …

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FAQs about Dollar-Off or Percent-Off? Discount Framing, Construal Levels, … Coupon?

Does promotion framing affect price expectations and choice?

The Effects of Promotion Framing on Price Expectations and Choice Previous research has shown that the monetary value of a promotion (promotion depth) affects choice during the promotion period. ...

Are low price Appeals framed the same as hqlp Appeals?

The “low price” cue of the HQLP appeal and the LP-only appeal were viewed similarly. This indicates that low price appeals are taken in the same way regardless of how they are framed. This may have occurred because low price appeals are uncommon in the context of high price. ...

Do consumers pay attention to hqlp if price discounts are not provided?

This research suggests that consumers pay attention to the HQLP appeal even though price discounts are not provided. This appeal has two attractive cues—high quality and low price—that many consumers seek to simultaneously obtain. Thus, despite the seeming contradiction inherent in this claim, consumers seem to favor it. ...

Do high-depth percentage-off promotions lead to higher postpromotion price expectations?

The findings indicate that compared with cents-off promotions, high-depth percentage-off promotions lead to higher postpromotion price expectations. Likewise, postpromotion choice is higher when high-depth promotions are framed in percentage-off than cents-off terms. ...