增量、升級或折扣？促銷框架對成本配置及相對偏好的影響
摘要
In accordance with prior research into mental accounting and promotional framing, the authors suggest that consumers confronted with price promotions are more likely to integrate the discount into their purchasing costs and consider it a reduced loss. In contrast, consumers offered a bonus pack or an upgrade should separate the promotions into accounts other than purchasing costs and consider them extra gains. The bonus pack and upgrading promotions thus should be more salient and attractive than the price discount promotion. Three experiments examined these propositions: Experiments 1 and 2 showed that participants preferred bonus pack to price discount promotions, mainly because they differently assigned the discounts to specific mental accounts across two promotional frames. Moreover, the results excluded an alternative explanation related to the silver lining principle. Experiment 3 confirmed that upgrading promotion was more attractive than price discount promotion. This study thus offers key theoretical and practical implications.