The Effects of Framing Subscription Benefits As Price Discounts Or Time Bonuses on Time Preferences
When consumers make choices about subscriptions, they face an intertemporal decision. This paper examines how consumers’ time preferences change with changes in subscriptions’ benefits framing. Consumers prefer contracts offering price discounts to those offering bonus time for short contracts but prefer the reverse for contracts of longer length.
Citation:
Florian Stahl, Daniel M. Bartels, and Veronica Valli (2016) ,"The Effects of Framing Subscription Benefits As Price Discounts Or Time Bonuses on Time Preferences ", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 634-634.
Authors
Florian Stahl, University of Mannheim, Germany
Daniel M. Bartels, University of Chicago, USA
Veronica Valli, University of Mannheim, Germany
Volume
NA - Advances in Consumer Research Volume 44 | 2016
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