Pennies a Day Temporal Reframing Effect in a Domain of Gain

Consumer’s preference often changes by some other effects than utility changes. Previous studies showed that the segregated gains are perceived as bigger than the integrated gains even though the utility value has not changed. I predict that the integrated gains can be perceived as bigger than the segregated gains when the gains are temporally reframed as very small amount. Study 1 supports such an assumption that contrasts the theory of the mental accounting. However this temporal reframing effect is not significant when consumers are aware of the gaining rate because people tend to make decisions based on the interest. Study 2 supports this assumption.


JUNGSIL CHOI (2009) ,"Pennies a Day Temporal Reframing Effect in a Domain of Gain", in AP - Asia-Pacific Advances in Consumer Research Volume 8, eds. Sridhar Samu, Rajiv Vaidyanathan, and Dipankar Chakravarti, Duluth, MN : Association for Consumer Research, Pages: 334-335.




AP - Asia-Pacific Advances in Consumer Research Volume 8 | 2009

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