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
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