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
Inside Jokes: Humor as social exclusion
Ovul Sezer, University of North Carolina, USA
Brad Bitterly, University of Pennsylvania, USA
Alison Wood Brooks, Harvard Business School, USA
Maurice Schweitzer, University of Pennsylvania, USA
Michael Norton, Harvard Business School, USA
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Stacey R Finkelstein, Stony Brook University
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Paul M Connell, Stony Brook University
Kristen Feemster, Vaccine Education Center at Children’s Hospital of Philadelphia and University of Pennsylvania, Perelman School of Medicine, USA
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Argiro Kliamenakis, Concordia University, Canada
H. Onur Bodur, Concordia University, Canada