Enhancing appeal of aggregate payment framing: effects of temporal payment framing and goal proximity on consumer purchase decisions
ISSN: 0309-0566
Article publication date: 3 October 2024
Issue publication date: 3 December 2024
Abstract
Purpose
The purpose of this paper is to examine how temporal payment framing (i.e. segregate vs aggregate framing) and goal proximity (i.e. proximal vs distal goals) influence consumer purchase decisions.
Design/methodology/approach
Study 1 included four laboratory experiments and examined the moderating role of goal proximity in temporal payment framing. Study 2, using Facebook and a firm’s website for an online field experiment with a data set of 38,731 impressions, extended Study 1, enhancing the generalizability of the findings.
Findings
Consumers exhibited a stronger purchase intention for segregate payment framing. This effect became less pronounced when goal proximity was coupled with temporal payment framing. If products or services emphasized a distal goal, individuals showed greater responses for aggregate payment framing rather than segregate payment framing. The effect was substantial, demonstrating a consistent behavioral pattern in individuals’ browsing choices, including browsing duration and the number of pages viewed.
Research limitations/implications
Future studies ought to investigate if the alignment of goal proximity and temporal payment framing holds consistent across different product types, such as utilitarian versus hedonic products, or search goods versus experience goods.
Practical implications
Marketers can improve the effectiveness and efficiency of their marketing strategies by crafting persuasive messages where the monetary offer is in harmony with the goal proximity.
Originality/value
Temporal payment framing literature has focused on payment framing; however, consumers make their decisions based on a combination of factors rather than solely on payment framing. This study identifies the moderating role of goal proximity.
Keywords
Acknowledgements
The author thanks Sun Joo Grace Ahn, Kwanho Suk and Janghyuk Lee for their thoughtful comments on the earlier versions of this paper. The author is affiliated with NEOMA Business School, France. This article is based on the author’s term paper written at Korea University, South Korea.
Funding: This research did not receive any specific grant from funding agencies in the public, commercial or not-for-profit sectors.
Declaration of interest statement: None.
Citation
Byun, K.J. (2024), "Enhancing appeal of aggregate payment framing: effects of temporal payment framing and goal proximity on consumer purchase decisions", European Journal of Marketing, Vol. 58 No. 11, pp. 2426-2444. https://doi.org/10.1108/EJM-08-2023-0633
Publisher
:Emerald Publishing Limited
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