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Article
Publication date: 31 October 2008

Price bundling and framing strategies for complementary products

Raj Arora

The purpose of this paper is to investigate the effectiveness of price bundling and message framing on attitudes, intentions, and beliefs about attributes of teeth…

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Abstract

Purpose

The purpose of this paper is to investigate the effectiveness of price bundling and message framing on attitudes, intentions, and beliefs about attributes of teeth whitening products. Although each of these variables, message framing and price bundling, has been explored individually, few attempts have been made to investigate them jointly. This study is based on a full factorial design that allows for testing of interaction effects. Second, the market for whitening products is maturing, resulting in a target market that is gaining knowledge about these products. Thus, we use knowledge as a covariate in the above investigation to determine if the communication strategy should be changed as the product moves from introduction to maturity.

Design/methodology/approach

The study is based on a 2 × 2 factorial design with price bundling (bundle price – individual price) and framing (positive – negative). The setting for the study is a hypothetical brand name of teeth whitening products.

Findings

The results reveal a mixed picture with respect to effectiveness of pricing and framing on attitudes and intentions. The effect of price bundling is not significant on attitudes; it is significant on intentions. Framing has a greater impact on intentions than on attitudes. Nevertheless, the interaction effects are significant on both attitudes as well as intentions. Finally, the impact of knowledge as a covariate is significant.

Research limitations/implications

Caution is advised in extrapolating the results beyond the issues investigated in the study.

Practical implications

The findings help marketers in formulating effective marketing strategy using both price bundling and message framing strategies.

Originality/value

Although price bundling and message framing have been explored in marketing studies, the research is lacking on the combined effects of these two important variables. The findings show a significant interaction effect of pricing and framing on changing attitudes and intentions. Prior research recommends using negative framing. The present research shows that for bundle products, a positive framing approach is desirable.

Details

Journal of Product & Brand Management, vol. 17 no. 7
Type: Research Article
DOI: https://doi.org/10.1108/10610420810916371
ISSN: 1061-0421

Keywords

  • Discounts
  • Fast moving consumer goods
  • Prices
  • Consumer behaviour

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Article
Publication date: 1 June 2001

How positive and negative frames influence the decisions of persons in the United States and Australia

Irwin P. Levin, Gary J. Gaeth, Felicitas Evangelista, Gerald Albaum and Judy Schreiber

Cites the existence of information framing effects as an interesting phenomenon in the area of human judgements and decision‐making. Uses three distinct types of framing…

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Abstract

Cites the existence of information framing effects as an interesting phenomenon in the area of human judgements and decision‐making. Uses three distinct types of framing effect and the hypothesis identified by Leven et al (1998). Studies the reliability of these effects across samples of subjects in the USA and Australia. Shows that, for two of the three types, attribute framing and risky choice framing, the effects were strong and almost identical in the two samples. Highlights a significant effect for the US sample, but not the Australian sample, for the third type, goal framing. Discusses results in terms of the reliability of the effects and their potential for revealing cross‐cultural differences in values.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 13 no. 2
Type: Research Article
DOI: https://doi.org/10.1108/13555850110764766
ISSN: 1355-5855

Keywords

  • Decision making
  • National cultures
  • Values
  • Australia
  • USA
  • Information

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Article
Publication date: 1 July 2000

Consumer product evaluation: the interactive effect of message framing, presentation order, and source credibility

Richard Buda and Yong Zhang

Subjects (n = 200) received a detailed description of a product and were asked to rate their attitudes about this product. Presentation order, source credibility and…

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Abstract

Subjects (n = 200) received a detailed description of a product and were asked to rate their attitudes about this product. Presentation order, source credibility and message framing were manipulated in a 2× 2× 2 completely crossed factorial design. Subjects who received a positively framed message rated product attitudes significantly greater than those subjects who received a negatively framed message. Also, significant differences in message framing effects were found for those subjects who received the framed message first in the nonexpert condition (credibility) and those subjects who received the framed message last in the expert condition. Findings are then discussed.

Details

Journal of Product & Brand Management, vol. 9 no. 4
Type: Research Article
DOI: https://doi.org/10.1108/10610420010344022
ISSN: 1061-0421

Keywords

  • Product management
  • Advertising
  • Advertising effectiveness
  • Marketing communications

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Article
Publication date: 25 September 2007

Message framing strategies for new and mature products

Raj Arora

This paper aims to investigate the effectiveness of message framing and source credibility on attitudes, intentions and beliefs about attributes of teeth whitening…

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Abstract

Purpose

This paper aims to investigate the effectiveness of message framing and source credibility on attitudes, intentions and beliefs about attributes of teeth whitening products. Although each of these variables, message framing and credibility, has been explored individually, few attempts have been made to investigate them jointly. This study aims to base itself on a full factorial design that allows for testing of interaction effects. Similar investigations in marketing limit their inquiries primarily to attitudes and intentions as dependent variables. This study goes further in that it also aims to investigate the effect of framing and credibility on the salient attributes of products. Third, the market for whitening products is maturing, resulting in a target market that is gaining knowledge about these products. Thus, the paper seeks to use knowledge as a covariate in the above investigation to determine if the communication strategy should be changed as the product moves from introduction to maturity.

Design/methodology/approach

The study is based on a 2 × 2 factorial design with framing (positive‐negative) and credibility (high‐low). The setting for the study is a hypothetical brand name of teeth whitening products.

Findings

The results reveal that positive framing is more effective in changing attitudes and intentions. However, the effects of framing and credibility are significant in changing beliefs related to the product's attributes. Although the covariate knowledge is significant, the findings indicate that communication strategy need not change as the product moves from introduction to maturity.

Research limitations/implications

Caution is advised in extrapolating the results beyond the issues investigated in the study.

Practical implications

The findings help marketers in formulating effective strategies.

Originality/value

The focus of most research studies in marketing is on changing attitudes and intentions. This research also includes the change in beliefs regarding the attributes of the product. Prior research on framing is tilted towards the use of negative framing. The findings of this study suggest using positive or gain‐framed messages.

Details

Journal of Product & Brand Management, vol. 16 no. 6
Type: Research Article
DOI: https://doi.org/10.1108/10610420710823744
ISSN: 1061-0421

Keywords

  • Dentistry
  • New products
  • Design
  • Consumer behaviour

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Article
Publication date: 14 September 2012

Effects of message framing and involvement on price deal effectiveness

Eyal Gamliel and Ram Herstein

Price deals are typically presented in “save” terms. However, prospect theory predicts that people will be more willing to waive a monetary gain than to lose the same…

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Abstract

Purpose

Price deals are typically presented in “save” terms. However, prospect theory predicts that people will be more willing to waive a monetary gain than to lose the same amount of money. This study seeks to examine whether consumers would show more purchase intentions of a product offered in a price deal framed negatively (“lose if you don't purchase”) relative to the conventional positive frame (“save if you purchase”).

Design/methodology/approach

The purchase intentions of 189 participants, randomly assigned to either a positively or a negatively framed message, were examined. The participants' perceived monetary gain in the deal and their involvement in the issue were also measured.

Findings

Presented with a negative relative to positive frame, participants showed more purchase intentions of a product offered in a price deal, and perceived their monetary gain as higher. Highly involved and lowly involved participants exhibited similar framing effects.

Research limitations/implications

The findings regarding lowly involved participants are inconsistent with previous findings. Future research is needed to clarify whether the message framing effect interacts with involvement in predicting purchase intentions of a product offered in a price deal.

Practical implications

The theoretical explanation of the phenomenon presented in this study predicts that negative framing of messages will also be more effective in other consumer behaviour contexts.

Originality/value

This study is the first empirical demonstration of the effect of message framing on the effectiveness of price deal offers, suggesting that retailers should re‐examine their conventional presentation of price deal offers in terms of gains, and consider rephrasing them in terms of loss.

Details

European Journal of Marketing, vol. 46 no. 9
Type: Research Article
DOI: https://doi.org/10.1108/03090561211247838
ISSN: 0309-0566

Keywords

  • Message framing
  • Involvement
  • Consumer sales promotion
  • Price deal
  • Consumers' purchase intentions
  • Consumer behaviour
  • Marketing communications

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Article
Publication date: 12 April 2013

Involvement moderates the effect of message framing on consumers' perceived monetary gain and product choice

Eyal Gamliel and Ram Herstein

Consumers frequently have to choose between products that differ in price and quality. This study aims to hypothesize that involvement would moderate the effect of message…

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Abstract

Purpose

Consumers frequently have to choose between products that differ in price and quality. This study aims to hypothesize that involvement would moderate the effect of message framing on consumers' perceived monetary gain when considering cheaper products, as well as on product choice.

Design/methodology/approach

A total of 238 participants were randomly assigned to either a positively or a negatively framed message, and either a high or low involvement condition.

Findings

The study finds that presented with a negative relative to positive frame, highly involved participants perceived a higher monetary gain when purchasing the cheaper product; no corresponding differences were found for low‐involved participants. Message framing did not affect either highly or low‐involved participants' product choice.

Research limitations/implications

Explanations for the results are offered and future research is suggested in order to determine whether the effect of message framing on the perceived monetary gain of highly involved consumers choosing cheaper products does affect their product choice.

Practical implications

If future research confirms this hypothesis, both retailers and highly involved consumers should consider the possible effect of message framing on the perceived monetary gain and on the choice between products that differ in price and quality.

Originality/value

This study is the first demonstration of the moderating effect of involvement on the effect of message framing on consumers' perceived monetary gain when choosing between products that differ in price and quality.

Details

Journal of Product & Brand Management, vol. 22 no. 2
Type: Research Article
DOI: https://doi.org/10.1108/10610421311321013
ISSN: 1061-0421

Keywords

  • Message framing
  • Involvement
  • Product choice
  • Perceived monetary gain
  • Consumer behaviour
  • Prices

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Book part
Publication date: 1 January 2014

How Framed Information and Justification Impact Capital Budgeting Decisions

William A. Kerler, A. Scott Fleming and Christopher D. Allport

The purpose of this study is to investigate the effects of attribute frames and justifications on capital budgeting decisions and to examine whether the requirement to…

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Abstract

Purpose

The purpose of this study is to investigate the effects of attribute frames and justifications on capital budgeting decisions and to examine whether the requirement to provide justification for a capital budgeting decision moderates the effect of attribute frames.

Methodology

One-hundred and eleven participants made a capital budgeting decision in an experimental case that manipulated the frame of the financial evidence provided and the requirement to provide a justification.

Findings

Results suggest that both attribute frames and justifications affect capital budgeting decisions but the requirement to provide justifications did not moderate the effect of attribute frames.

Originality/value

This study contributes to the capital budgeting literature by identifying two factors that may bias judgments. This study also contributes to the framing literature by examining one potential method of moderating framing effects – requiring justification for decisions.

Details

Advances in Management Accounting
Type: Book
DOI: https://doi.org/10.1108/S1474-787120140000023006
ISBN: 978-1-78350-632-3

Keywords

  • Capital budgeting
  • attribute framing
  • justification
  • accountability

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Book part
Publication date: 9 November 2020

Framing Theory for Higher Education Research

Queenie K. H. Lam

The main objective of this chapter is to explore the potential and applicability of framing, a multidisciplinary and multiparadigmatic ‘metatheory’ of sense-making through…

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Abstract

The main objective of this chapter is to explore the potential and applicability of framing, a multidisciplinary and multiparadigmatic ‘metatheory’ of sense-making through communication, or media effects specifically, in guiding higher education research. To reach this objective, the author first synthesized theoretical discussions on framing in different disciplines, collated the core concepts developed around the framing concept and developed a universal framing process model, to be applied with the introduction of a theme and the selection of research paradigms. Following that, the author provided an overview of the application of the framing concept in higher education research and explored the potential application of the model to guide and coordinate framing research in the field.

Details

Theory and Method in Higher Education Research
Type: Book
DOI: https://doi.org/10.1108/S2056-375220200000006011
ISBN: 978-1-80043-321-2

Keywords

  • Framing theory
  • metatheory
  • higher education
  • communication
  • sense-making
  • mediatization
  • framing process model
  • multidisciplinary
  • multiparadigmatic

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Article
Publication date: 8 April 2020

Combined framing effects on attitudes and behavioral intentions toward mortgage advertisements

David S. Dobson and Karolien Poels

Mortgage lenders often combine a variety of framing strategies when developing mortgage advertisements. To date, these frames have mostly been studied separately. This…

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Abstract

Purpose

Mortgage lenders often combine a variety of framing strategies when developing mortgage advertisements. To date, these frames have mostly been studied separately. This paper, however, studies the combined framing effects of message valence, specificity, and temporality on consumers' mortgage decision-making.

Design/methodology/approach

A mixed methods design was used. First, 13 unique print ads collected from a Canadian newspaper were analyzed for content. Second, a 2 × 2 × 2 scenario-based experiment with 400 undergraduate participants examined the framing effects of valence, specificity and temporality on attitudes toward the mortgage advertising message, the product advertised, and the brand, as well as on consumers' behavioral intentions toward the advertised mortgage product.

Findings

The content analysis suggests that combined framing does exist in print ads. A positive message with a fixed term and a specific interest rate were the most commonly used frames. The experiment revealed that, for behavioral intentions, the main effect of the message temporality was significant. The effects of advertising a long-term mortgage on behavioral intentions were more favorable than those of advertising a short-term mortgage.

Practical implications

This research provides a combined framing model for designing advertising strategies for the financial services industry to market complex financial products, such as mortgage loans to consumers. This is relevant to lenders when designing a persuasive package or ads for potential customers.

Originality/value

This study is the first of its kind to investigate the effects of combinations of message frames on consumers' mortgage decision-making, while also advancing the understanding of message framing theory for the financial services industry.

Details

International Journal of Bank Marketing, vol. 38 no. 4
Type: Research Article
DOI: https://doi.org/10.1108/IJBM-07-2019-0277
ISSN: 0265-2323

Keywords

  • Canada
  • Lenders
  • Mortgage
  • Advertising
  • Message framing
  • Attitudes
  • Behavioral intentions

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Article
Publication date: 11 November 2019

Fit or not? Bringing regulatory fit into the frame on health food preferences

Kuo-Shuan Kuo, Shih-Chieh Chuang, Molly Chien-jung Huang and Pei-ying Wu

The purpose of this paper is to facilitate the use of public communication in the development of healthy food plans for consumers. This research aims to investigate…

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Abstract

Purpose

The purpose of this paper is to facilitate the use of public communication in the development of healthy food plans for consumers. This research aims to investigate whether the influence of “fit” to individuals’ goal pursuit strategies on the effectiveness of advertisement frames can intensify persuasion to consume healthy (virtue) foods or restrain the consumption of unhealthy (vice) foods in health promotion.

Design/methodology/approach

Two experiments were conducted to investigate how goal-framed messages for different food types affect consumer decision making by moderating regulatory focus.

Findings

The results demonstrate that the compatibility between the mere exposure to virtue (vice) food in a negative (positive) frame drives the effectiveness of a given goal framing. However, when additional regulatory focus is added, the fit in the vice/promotion and virtue/prevention condition causes the effect of framing to disappear. Moreover, the unfit in the virtue/promotion and vice/prevention condition suppresses the virtue (vice) preference in the positive (negative) frame.

Research limitations/implications

These findings suggest that under different valence framing, advertising messages provide different amounts of persuasion in virtue/vice conditions and the moderation effect of regulatory fit on framing to influence virtue/vice food preference.

Practical implications

Public policy executives and marketers can increase the likelihood that consumers will make healthy food choices by fitting goals to strengthen persuasion. The unfitted goal orientation between food and regulatory focus enhances the framing effect leading to food preference changes.

Originality/value

The framing effect disappears when additional regulatory fit the food type, but is enhanced when additional regulatory focus does not fit the food type. By bringing fit into the frame and the virtue/vice food type, this research extends the notion of regulatory fit into three pairs of given goal orientations on the persuasiveness of message framing to health-related communication. It provides a substantial explanation underlying persuasion to promote a greater understanding of virtue/vice food preferences.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 31 no. 5
Type: Research Article
DOI: https://doi.org/10.1108/APJML-10-2018-0434
ISSN: 1355-5855

Keywords

  • Regulatory fit
  • Goal framing effect
  • Virtue and vice food preference

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