Framing and Sales Promotions: Understanding the Characteristics of Present and Prospective Consumers

Fei Lee Weisstein, University of Texas - Pan American, USA
Kent Monroe, University of Illinois, USA
This article examines whether sales promotion framing can affect consumers’ perception of targeted pricing based on consumers’ characteristics. Using two experiments, we show that all price promotion framing, compared to no framing, can successfully reduce price-disadvantaged consumers’ perception of price unfairness. In addition, price promotion framing tactics work differently across different customer segments.
[ to cite ]:
Fei Lee Weisstein and Kent Monroe (2011) ,"Framing and Sales Promotions: Understanding the Characteristics of Present and Prospective Consumers", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.