The Framing of Sales Promotions: Effects on Reference Price Change
The Framing of Sales Promotions: Effects on Reference Price Change
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促销的框架：对参考价格变化的影响
DOI：
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发表时间：
1989
期刊：
影响因子：
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通讯作者：
Leland Campbell
中科院分区：
文献类型：
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作者：
W. Diamond;Leland Campbell
货币和非货币促销的框架的差异的理由。价格促销最有可能被框定为减少损失。它们将与购买价格相结合，并影响参考价格。非货币促销可能被视为与购买价格分离的收益，不会影响参考价格。实验结果支持这一假设。同化-对比理论比锚定和调整启发式更符合实验数据。受试者要么对折扣价格进行加权，要么忽略它们以形成参考价格。
A rationale for a difference in the framing of monetary and nonmonetary sales promotions is presented. Price promotions are most likely to be framed as reduced losses. They will be integrated with the purchase price and affect reference price. Nonmonetary promotions are likely to be framed as gains segregated from the purchase price and will not affect reference price. Experimental results supported this hypothesis. Assimilation-contrast theory is more consistent with the experimental data than the anchoring and adjustment heuristic. Subjects either heavily weighted discounted prices or ignored them to form reference prices.