Please use this identifier to cite or link to this item: https://doi.org/10.1108/07363760410549168
Title: "while stocks last" impact of framing on consumers' perception of sales promotions
Authors: Tan, S.-J. 
Chua, S.H.
Keywords: Advertising
Classes of goods marketed
Consumer behaviour
Perception
Issue Date: 2004
Source: Tan, S.-J.,Chua, S.H. (2004). "while stocks last" impact of framing on consumers' perception of sales promotions. Journal of Consumer Marketing 21 (5) : 343-355. ScholarBank@NUS Repository. https://doi.org/10.1108/07363760410549168
Abstract: This paper investigates the impact of framing through the use of a vague scarcity restriction ("while stocks last") on consumers' perception of promotional offers involving different claim formats (tensile price claim such as "save up to 60 percent" versus non-tensile price claim such as "save 60 percent") and different amount of price discounts. The findings show that framing the sales offer with such a vague scarcity restriction and using a tensile claims format improve the consumers' perceived informational value of the offer, only if exaggerated price discounts are involved. This study also confirms earlier studies' findings on the effects of exaggerated price discounts and tensile claims on consumers' perceived savings and information value of sales promotional offers. Managerial implications are discussed.
Source Title: Journal of Consumer Marketing
URI: http://scholarbank.nus.edu.sg/handle/10635/43897
ISSN: 07363761
DOI: 10.1108/07363760410549168
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