The effects of framing price promotion messages on consumers' perceptions and purchase intentions

摘要

Wen implementing a price reduction, retailers tend to favor one practice over the other. Yet how different implementations of a price promotion influence consumers' perceptions And purchase intentions has been insufficiently studied. In this study, we framed a price Reduction in percentage versus dollar terms on either a high-price or a low-price product. For the high-price product, our subjects indicated that a price reduction framed in dollar Terms seemed more significant than the same price reduction framed in percentage terms, And the opposite was true for the low-price product.