Please use this identifier to cite or link to this item: https://scholarbank.nus.edu.sg/handle/10635/147914
Title: SEEING THE SAME DIFFERENTLY EXAMINING THE EFFECTS OF PROMOTION FRAMINGS AND SEMANTIC RELATEDNESS ON CONSUMERS’ RESPONSES
Authors: TAN JIA’EN
Issue Date: 2011
Citation: TAN JIA’EN (2011). SEEING THE SAME DIFFERENTLY EXAMINING THE EFFECTS OF PROMOTION FRAMINGS AND SEMANTIC RELATEDNESS ON CONSUMERS’ RESPONSES. ScholarBank@NUS Repository.
Abstract: Differently worded but economically equivalent price promotions should not create differential consumer preference towards the price promotions. However, consistent with the framing literature, we show that consumer responses are sensitive towards how price promotions are framed. Furthermore, such responses are also contingent on the inherent relationship between the products being paired in the price promotions. An experiment was carried out to examine the proposed effects. Five commonly seen price promotions framings were studied: “Buy 1, get 1 free”, “Buy 2 for the price of 1”, “Buy 2 and get 50% off”, “Buy 2 and save $30” and “Buy 1 for $15 (minimum 2 pieces)”. In addition, to the main product (i.e. shirt), a supplementary product (i.e. another similar shirt or a pair of earphones) was introduced to manipulate the effects of semantic relatedness. The main finding of the paper revealed that while “Buy 2 for the price of 1” and “Buy 2 and get 50% off” framings garnered the highest purchase intention among consumers in the high semantic relatedness condition, the “Buy 1, get 1 free” framing was distinctively the most effective framing in the low semantic relatedness condition. Specifically, results of the study reflect that the nature of the framing and the level of semantic relatedness appear to not only differentially affect participants’ purchase intention but also their perception of product quality, worthiness and future purchase intention. The knowledge of this topic would aid marketers in enhancing their communication strategy to convey superior deal value and accelerating consumers’ purchase decision. This research contributes to the pricing and promotion literature by providing a conceptual structure to understand these complexities. Based on the understanding, we explore a number of directions for future research.
URI: http://scholarbank.nus.edu.sg/handle/10635/147914
Appears in Collections:Bachelor's Theses

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