Promotion Emotion: the Salience of Restrictions Vs. Rewards in Framing a Deal

Two field studies and a series of experiments examine the effect of varying the salience of a “reward” versus a “restriction” in framing a deal. Deals often offer rewards with strings attached (restrictions). We show that presentation order of the discount and restriction determines perceptions and responses to the offer.


Priya Raghubir, Jeff Inman, and Kirk Wakefield (2017) ,"Promotion Emotion: the Salience of Restrictions Vs. Rewards in Framing a Deal", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 297-301.


Priya Raghubir, New York University, USA
Jeff Inman, University of Pittsburgh, USA
Kirk Wakefield, Baylor University, USA


NA - Advances in Consumer Research Volume 45 | 2017

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