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The objective of this study is to verify whether consumers are susceptible to price promotions framing effects – more specifically, if showing the same discount as percentage or in monetary terms for different products alters consumer preferences. Framing is a concept described by Tversky and Kahneman (1979, 1981, 1986) and Kahneman (2003a), who demonstrate that the framing of decision problems can affect our cognitive judgment and therefore our preferences. The specific objectives of this study are: to verify which type of price promotions are more attractive to high price and low price products; to access if demographic variables such as “income” and “educational level” present any effects on consumer promotion preferences; and to examine if promotions have different impacts on different brands. The method consists in a quantitative descriptive survey, applied with 400 consumers in São Paulo, Brazil, between January and February 2013. The questionnaire was based on Chen et al. (1998) and Gendall et al. (2006) work. Results show that for the low price product (stuffed cookie), the consumer is indifferent to the promotion type (“10% off” or “From R$ 1,71 to R$ 1,54”); and for the high price product (notebook), discount in monetary terms seems to be more attractive. These conclusions are in line with the findings of Gendall et al (Ibid). No significant difference in preference was found between different income groups, educational level and other demographic variables (gender, age, marital status and neighborhood).

Efeitos do framing de promoções de preço nas escolhas dos consumidores