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.



Citation:

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.

Authors

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



Volume

E - European Advances in Consumer Research Volume 11 | 2018



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