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.



Citation:

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.

Authors

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



Volume

NA - Advances in Consumer Research Volume 45 | 2017



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