This Article Full Text (PDF) References Alert me when this article is cited Alert me if a correction is posted Services Email this article to a friend Similar articles in this journal Alert me to new issues of the journal Add to Saved Citations Download to citation manager Request Permissions Request Reprints Add to My Marked Citations Citing Articles Citing Articles via Google Scholar Citing Articles via Scopus Google Scholar Articles by Stanforth, N. Articles by Shin, J. I. Search for Related Content Social Bookmarking                         What's this?

Promotional Frames’ Influence on Price Perceptions of Two Apparel Products

Kent State University

Sharron Lennon

The Ohio State University

Jung Im Shin

Oklahoma State University

The way in which promotions are framed raises important questions about consumer price judgments. Promotional information may be presented or framed in many ways, each affecting consumers’ behavioral responses differently. As promotions are costly, it is important to determine the effect of promotional frames on consumers’ price perceptions both during and after the promotional period. This study explores the differences in price perceptions of two apparel products when promotions were framed as either a price discount or a gift-with-purchase. The majority preferred the off-price promotion to the gift-with-purchase. Off-price promotions lowered price perceptions more than did gifts-with-purchase, and participants with lower price perceptions were less likely to buy the apparel products at the original price after the promotional period ended. These results illustrate the importance of promotional framing in forming consumer price perceptions.

Family and Consumer Sciences Research Journal, Vol. 30, No. 1, 79-92 (2001)
DOI: 10.1177/1077727X01301004


CiteULike    Complore    Connotea    Del.icio.us    Digg    Reddit    Technorati    Twitter    What's this?