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Promotional Frames' Influence on Price Perceptions of Two Apparel Products
Author(s) -
Stanforth Nancy,
Len Sharron,
Shin Jung Im
Publication year - 2001
Publication title -
family and consumer sciences research journal
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.372
H-Index - 31
eISSN - 1552-3934
pISSN - 1077-727X
DOI - 10.1177/1077727x01301004
Subject(s) - clothing , advertising , perception , framing (construction) , marketing , business , promotion (chess) , economics , psychology , political science , structural engineering , neuroscience , politics , law , engineering
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.