Consumer Responses to Premium Framing: Better to Offer the Target Product As a Free Gift?
This research aims to test how consumers respond to different premium framing. With three studies, we propose and show that framing the target product (vs. non-target product) as a free gift can increase purchase intention of the whole package. The effect is mediated by transaction utility and moderated by self-construal.
Maggie Wenjing Liu, Lu Yang, and Yuhuang Zheng (2018) ,"Consumer Responses to Premium Framing: Better to Offer the Target Product As a Free Gift?", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 682-683.
Maggie Wenjing Liu, Tsinghua University
Lu Yang, Tsinghua University
Yuhuang Zheng, Tsinghua University
NA - Advances in Consumer Research Volume 46 | 2018
The Subjective Value of Popularity: A Neural Account of Socially Informed Functional Value and Social Value
Robert Goedegebure, Wageningen University, The Netherlands
Irene Tijssen, Wageningen University, The Netherlands
Nynke van der Laan, University of Amsterdam
Hans van Trijp, Wageningen University, The Netherlands
Sustainable Luxury: a Paradox or a Desirable Consumption?
Jennifer Jung Ah Sun, Columbia University, USA
Silvia Bellezza, Columbia University, USA
Neeru Paharia, Georgetown University, USA
Don’t Tell Me Who I Am! When and How Assigning Consumers an Identity Backfires
Noah Castelo, Columbia University, USA
Kirk Kristofferson, Ivey Business School
Kelley Main, University of Manitoba, Canada
Katherine White, University of British Columbia, Canada