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政大典藏 > College of Commerce > Department of Business Administation > Periodical Articles > Item 140.119/10279

Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/10279

Title:	The Effects of Framing Price Promotion Messages on consumers` Perceptions and Purchase Intention
Authors:	樓永堅;Shih-Fen S.Chen;Kent B.Monroe Lou, Yung-Chien;Chen, S Shih-Fen;Kent B.Monroe
Date:	1998
Issue Date:	2008-11-25 10:46:25 (UTC+8)
Abstract:	When 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. We also offered the same savings in either coupon or discount promotions and found that coupon promotions were evaluated more favorably and were more effective in changing subjects` purchase intentions. These results provide implications for when retailers should stress the absolute versus the relative magnitude of discounts to advertise price promotions.
Relation:	Journal of Retailing, 74(3), 353-372
Data Type:	article
DOI link:	http://dx.doi.org/10.1016/S0022-4359(99)80100-6
DOI:	10.1016/S0022-4359(99)80100-6
Appears in Collections:	[Department of Business Administation] Periodical Articles

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