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.
Citation:
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.
Authors
Maggie Wenjing Liu, Tsinghua University
Lu Yang, Tsinghua University
Yuhuang Zheng, Tsinghua University
Volume
NA - Advances in Consumer Research Volume 46 | 2018
Share Proceeding
Featured papers
See MoreFeatured
Powerful Buy Time: Why Social Power Leads to Prioritizing Time over Money
Myungjin Chung, University of Texas at Arlington
Ritesh Saini, University of Texas at Arlington
Featured
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
Featured
R2. Brand-to-Brand Communications: How Consumers React to Flattery Between Brands
Lingrui Zhou, Duke University, USA
Katherine Crain, Duke University, USA
Keisha Cutright, Duke University, USA