Framing and Sales Promotions: Is Gas Scarce?

Mazen Jaber, Saginaw Valley State University, USA
Kylie Goggins, Saginaw Valley State University, USA
Manufacturers routinely use sales-promotions to encourage purchases by consumers. This paper focuses on how the framing of such promotions affects consumers’ perceptions of offer attractiveness and purchase intentions. We compare consumer responses to instant savings framed as a dollar discount, a gasoline gift-card, and a monetary discount framed as non-monetary.
[ to cite ]:
Mazen Jaber and Kylie Goggins (2013) ,"Framing and Sales Promotions: Is Gas Scarce?", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.