The Framing of Purchase for Services
Abstract
Illustrates, through both actual and hypothetical examples, the importance to services marketers of recent empirical and theoretical work on decision framing. Suggests that services marketers could have more opportunity than product marketers for affecting the decision frames of consumers. Discusses implications for service marketers, including how decision framing can effect the positioning of service firms in an industry. Considers how the frame can affect the decision of whether or not to purchase, and how changes in the decision frame might encourage consumers to purchase more expensive alternatives.Notes ethical issues raised for marketers by these implications.
Keywords
Citation
Burton, S. (1990), "The Framing of Purchase for Services", Journal of Services Marketing, Vol. 4 No. 4, pp. 55-67. https://doi.org/10.1108/EUM0000000002525
Publisher
:MCB UP Ltd
Copyright © 1990, MCB UP Limited