The Influence of Category Frame on Budgeting
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.
Citation:
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, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 788-788.
Authors
Miaolei Jia, National University of Singapore, Singapore
Xiuping Li, National University of Singapore, Singapore
Leonard Lee, National University of Singapore
Volume
NA - Advances in Consumer Research Volume 42 | 2014
Share Proceeding
Featured papers
See MoreFeatured
The Effect of Identity Conflict on Price Sensitivity
Huachao Gao, University of Victoria
Yinlong Zhang, University of Texas at San Antonio, USA
Vikas Mittal, Rice University, USA
Featured
Metaphorically Transgressing the Brand Relationship
Alberto Lopez, Tecnológico de Monterrey, MEXICO
Martin Reimann, University of Arizona, USA
Raquel Castaño, Tecnológico de Monterrey, MEXICO
Featured
Burnishing Prosocial Image to Self vs. Others
Minah Jung, New York University, USA
Silvia Saccardo, Carnegie Mellon University, USA
Ayelet Gneezy, University of California San Diego, USA
Leif D. Nelson, University of California Berkeley, USA