When There’S Nothing You Can Do, an “Expansive” Window Is For You: the Interaction Effect of Feelings of Personal Control and Promotion Period Framing on Promotion Evaluation
This research shows that when personal control is threatened, consumers exhibit a more favorable attitude toward and a higher likelihood of participating in a promotion using expansive frame(‘anytime through Tuesday and Thursday’) than non-expansive frame(‘from Tuesday to Thursday’) to restore feelings of personal control.
Citation:
You Jeong Hong and Kyoungmi Lee (2016) ,"When There’S Nothing You Can Do, an “Expansive” Window Is For You: the Interaction Effect of Feelings of Personal Control and Promotion Period Framing on Promotion Evaluation", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 736-736.
Authors
You Jeong Hong, Seoul National University, South Korea
Kyoungmi Lee, Seoul National University, South Korea
Volume
NA - Advances in Consumer Research Volume 44 | 2016
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