The Art of Framing the Deal: the Salience of Restrictions Vs . Rewards

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.


Kirk Wakefield, Priya Raghubir, and Jeff Inman (2018) ,"The Art of Framing the Deal: the Salience of Restrictions Vs . Rewards", in E - European Advances in Consumer Research Volume 11, eds. Maggie Geuens, Mario Pandelaere, and Michel Tuan Pham, Iris Vermeir, Duluth, MN : Association for Consumer Research, Pages: 19-23.


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


E - European Advances in Consumer Research Volume 11 | 2018

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