Effect of discount frame on consumer responses: moderation of ...

Q: Does promotion depth moderate the relationship between discount frames and consumer responses?

Relevant meta-analyses can further examine whether promotion depth moderates the relationship between discount frames and consumer responses. In addition, this meta-analysis examined only the two-way interaction between amount-off discounts versus percentage-off discounts and the moderators.

Q: Do amount-off discounts lead to positive consumer responses?

Amount-off discounts are found to lead to positive consumer responses through positive changes in attitudes. Analyzing various moderators’ impacts shows that amount-off discounts have different effects depending on the product price level, the product type, and the price promotion mode.

Q: Do price frames affect consumer responses?

A future meta-analysis could examine price framing effects, such as gain versus loss price frames (Gamliel & Herstein, 2011) and monetary versus nonmonetary price frames (Mishra & Mishra, 2011 ), to examine when price frames have a positive effect on consumer responses.

Despite the evidence for discount frame effect, it is unclear whether psychological distance and product nature play moderating roles. In addition, little has been known whether the effect of discount frame can extend to other dependent variables such as willingness to pay (WTP).

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When Do Amount‐off Discounts Result In More Positive Consumer …

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This study primarily focuses on the effects of discount frames on consumer responses, where discount frames refer to a price reduction in either an absolute-off frame ($20 off a price of …

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FAQs about Effect of discount frame on consumer responses: moderation of ... Coupon?

Do amount-off discount frames affect consumer responses?

The first contribution of this study is a conceptual framework that integrates the size of the effect of amount-off discount frames on consumer responses through attitudes and behavior intentions. The second contribution is the attempt to examine the moderation of these effects due to product characteristics and contextual characteristics. ...

Does discount framing affect consumer behavior?

In the context of high-priced products, amount-off discounts more positively affect consumer responses through attitudes and behavioral intentions compared to low-priced products. Hence, H1 is supported. The results show that several discount framing effects are moderated by the product type. ...

Are discount framing effects moderated by product type?

The results show that several discount framing effects are moderated by the product type. The positive effect of amount-off discounts on consumer responses is significantly stronger ( QB = 4.715, p < 0.05) for material products ( r ' = 0.200) than for experiential products ( r ' = 0.017). ...

Does promotion depth moderate the relationship between discount frames and consumer responses?

Relevant meta-analyses can further examine whether promotion depth moderates the relationship between discount frames and consumer responses. In addition, this meta-analysis examined only the two-way interaction between amount-off discounts versus percentage-off discounts and the moderators. ...

Do amount-off discounts lead to positive consumer responses?

Amount-off discounts are found to lead to positive consumer responses through positive changes in attitudes. Analyzing various moderators’ impacts shows that amount-off discounts have different effects depending on the product price level, the product type, and the price promotion mode. ...

Do price frames affect consumer responses?

A future meta-analysis could examine price framing effects, such as gain versus loss price frames (Gamliel & Herstein, 2011) and monetary versus nonmonetary price frames (Mishra & Mishra, 2011 ), to examine when price frames have a positive effect on consumer responses. ...