When Governmental Regulation Causes Price Increases: Is Communicating a Good Cause Always Beneficial?

Doreen Pick, University of Applied Sciences Merseburg, Germany
Stephan Zielke, University of Wuppertal, Germany
Wayne D. Hoyer, University of Texas at Austin, USA
Price increases can occur as the result of governmental regulations, which support a good cause. Firms can justify the increase by highlighting the good cause (environment framing) or they could blame the government for the regulation (government framing). We analyze the impact of such strategies in a field scenario experiment.
[ to cite ]:
Doreen Pick, Stephan Zielke, and Wayne D. Hoyer (2016) ,"When Governmental Regulation Causes Price Increases: Is Communicating a Good Cause Always Beneficial?", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau and Stefano Puntoni, Duluth, MN : Association for Consumer Research, Pages: 754-754.