Framing and Sales Promotions: Is Gas Scarce?

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.



Citation:

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.

Authors

Mazen Jaber, Saginaw Valley State University, USA
Kylie Goggins, Saginaw Valley State University, USA



Volume

NA - Advances in Consumer Research Volume 41 | 2013



Share Proceeding

Featured papers

See More

Featured

The Impostor Syndrome from Luxury Consumption

Dafna Goor, Harvard Business School, USA
Nailya Ordabayeva, Boston College, USA
Anat Keinan, Harvard Business School, USA
Sandrine Crener, Harvard Business School, USA

Read More

Featured

How Matte Product Surface Enhances Perceived Durability

Taehoon Park, University of South Carolina, USA
Junghan Kim, Singapore Management University, Singapore

Read More

Featured

Product Complexity as a Barrier to Consumer Financial Decision-Making

Timothy Dunn, University of Colorado, USA
Philip M. Fernbach, University of Colorado, USA
Ji Hoon Jhang, Oklahoma State University, USA
John Lynch, University of Colorado, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.