Unexpected-Framing Effect: Impact of Framing a Product Benefit As Unexpected on Product Desire
During pre-launch product testing, marketers might discover that the product can deliver additional unintended benefits. The current research shows that framing such product benefits as unexpected increases desire for the product, when consumers have a heightened motivation to seek rewards. Framing an undesirable product feature as unexpected can backfire.
Citation:
Monica Wadhwa, Christine Kim, Amitava Chattopadhyay, and Wenbo Wang (2018) ,"Unexpected-Framing Effect: Impact of Framing a Product Benefit As Unexpected on Product Desire", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 829-830.
Authors
Monica Wadhwa, INSEAD, Singapore
Christine Kim, Hong Kong University of Science and Technology
Amitava Chattopadhyay, INSEAD, Singapore
Wenbo Wang, Hong Kong University of Science and Technology
Volume
NA - Advances in Consumer Research Volume 46 | 2018
Share Proceeding
Featured papers
See MoreFeatured
K11. Effects of Emotional vs. Rational Thinking on Consumer Responses to Verbal Precision
Ann Kronrod, University of Massachusetts, USA
Guang-Xin Xie, University of Massachusetts Boston
Shai Danziger, Tel Aviv University, Israel
Featured
Thanks for Nothing: Expressing Gratitude Invites Exploitation by Competitors
Kelly Kiyeon Lee, Georgetown University, USA
Jeremy A. Yip, Georgetown University, USA
Cindy Chan, University of Toronto, Canada
Alison Wood Brooks, Harvard Business School, USA
Featured
Inferring Personality from Solo vs. Accompanied Consumption: When Solo Consumers are Perceived to be More Open
Yuechen Wu, University of Maryland, USA
Rebecca Ratner, University of Maryland, USA