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.
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.
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
NA - Advances in Consumer Research Volume 46 | 2018
Consumer Responses to Premium Framing: Better to Offer the Target Product as a Free Gift?
Maggie Wenjing Liu, Tsinghua University
Lu Yang, Tsinghua University
Yuhuang Zheng, Tsinghua University
Doing Good by Buying from a Peer: When and Why Consumers Prefer Peer Economy Purchases
John P. Costello, Ohio State University, USA
Rebecca Walker Reczek, Ohio State University, USA
“My Brand” Behaved Badly: Psychological Ownership and Consumer Responsibility for Helping Brands Recover from Transgressions
Jennifer Wiggins, Kent State University, USA
Pamela Grimm, Kent State University, USA
Christina Kuchmaner, Kent State University, USA