The Influence of Category Frame on Budgeting

Miaolei Jia, National University of Singapore, Singapore
Xiuping Li, National University of Singapore, Singapore
Leonard Lee, National University of Singapore
The budgets consumers set for consumption domains are important to their decision. In this research we find that if consumers set budgets directly for an overall category, the budget will be smaller than if they budget for subcategories first. The moderator such as category complexity is also tested.
[ to cite ]:
Miaolei Jia, Xiuping Li, and Leonard Lee (2014) ,"The Influence of Category Frame on Budgeting", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 788-788.