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

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.



Citation:

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.

Authors

Mazen Jaber, Saginaw Valley State University, USA
Ronald W. Niedrich, Louisiana State University, USA
Danny Weathers, Clemson University, USA



Volume

NA - Advances in Consumer Research Volume 41 | 2013



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