Temporal Reframing of Prices and Offer Attractiveness in a Cause-Related Marketing Context

Mazen Jaber, Saginaw Valley State University, USA
Ronald W. Niedrich, Louisiana State University, USA
Danny Weathers, Clemson University, USA
One strategy that pricing research has sought to explain is pennies-a-day, where product costs are expressed as small ongoing expenses. This study tests PAD effect on offer attractiveness in a CRM context. We find that PAD framing has significant impact on attractiveness at low donation amounts but not high amounts.
[ to cite ]:
Mazen Jaber, Ronald W. Niedrich, and Danny Weathers (2013) ,"Temporal Reframing of Prices and Offer Attractiveness in a Cause-Related Marketing Context", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.