How to Frame Dynamic Prices: The Differential Effects of Different Framing Formats of Dynamic Prices on Customers'Price Perceptions and Purchase Decisions

摘要

This research examines the differential effects of framing of dynamic prices as discounts as well as different consumption goals on customers'perceived price fairness and purchase intentions.We particularly examine whether and under what circumstances framing of dynamic prices is advisable.To test our research framework and hypotheses,we conducted an experimental study.We first distinguished alternative price framings of fering the same value for money.In addition,we manipulated customers'consumption goals.To manipulate price framing and consumption goal,we randomly assigned participants to one of the experimental conditions.We held all information,except the two manipulated factors(price framing and consumption goal)constant across the different experimental conditions.