The Effects of Discount Location and Frame on Consumers’ Price Estimates
نویسندگان
چکیده
A discount may be defined by the location in which, and frame by which, it is communicated. Discount framing, particularly the differences etween cents-off and percentage-off discounts, has been widely studied. Discount location (e.g., proximate to or distal from regular price info) has eceived considerably less attention. We employ the proximity-compatibility principle and tenets of human memory to demonstrate that discount raming (cents-off, percentage-off, and revised price) and discount location (proximal, distal) interact to differentially affect both the immediate alue and the persistence of consumers’ price estimates. The implications of these results for retailers and manufacturers are highlighted in the iscussion. 2009 New York University. Published by Elsevier Inc. All rights reserved.
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