An Investigation of Individual Responses to Tensile Price Claims

Mobley, Mary F.; Bearden, William O.; Teel, Jesse E.

doi:10.1086/209164

Cited by 107 publications

(118 citation statements)

References 13 publications

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“…For example, consumers have been shown to discount reference-price claims (Blair & Landon, 1981) and doubt the credibility of price-reduction offers, particularly when the claimed price reduction in the ad seems too great (Fry & McDougall, 1974). Indeed, discounting and negative inference making are greatest when ad claims appear exaggerated (Gupta & Cooper, 1992; see also Mobley, Bearden, & Teel, 1988) or fall into the "too-good-to be-true" category (Shimp & Bearden, 1982).…”

Section: Sales Promotionsmentioning

confidence: 99%

“…Indeed, Simonson, Carmon, and O'Curry (1994) found that sales promotions, such as premiums or price-offs, can even reduce purchase probability when consumers perceive the premiums as adding no value. In addition, the promise of an expensive premium may sometimes seem "too good to be true" and thus be discounted by consumers, resulting in reduced perceived value for the overall offer (e.g., Gupta & Cooper, 1992;Mobley, Bearden, & Teel, 1988). Little research attention has been paid to whether certain sales promotions can enhance product evaluations in some contexts but have the reverse effect in other contexts.…”

Section: Introductionmentioning

confidence: 99%

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Effectiveness of promotional premiums: The moderating role of affective state in different contexts

Chang

2009

Psychology and Marketing

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This research explores the influence of affective state on ad and product judgments for advertising that features promotional offers of high and low price value. Consistent with expectations, Study 1 found that for happy participants, high-price value premiums generated higher ad believability ratings, which in turn enhanced ad and brand attitudes. For sad participants, however, the positive effects of high-price value premiums were attenuated due to message believability discounting. It is proposed that the moderating influence of affective state on responses to ads featuring premiums should be more likely to emerge when attention to premiums is high, as in situations where ads feature less important product attributes or when consumers plan to purchase a product. Study 2 found that the interaction between affective state and premium value was significant when ads featured less important product attributes, but not when they featured important product attributes. Study 3 found that the interaction was significant for participants who intended to purchase the product in the near future, but not for those who did not have purchase intentions.

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Section: Sales Promotionsmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Effectiveness of promotional premiums: The moderating role of affective state in different contexts

Chang

2009

Psychology and Marketing

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“…Additionally, we asked the participants to indicate to what extent they knew about the items of each set they had been asked to rank order in the measurement phase. A single item scale, which we will further refer to as "knowledgeability," between "not at all" (−5) and "very well" (5) was used to measure this (Bergkvist & Rossiter, 2007;Mobley, Bearden, & Teel, 1988). For analysis of knowledgeability, it is important to understand that this measure is matched with the participants' domain of referral: participants that had recommended a restaurant [movie] in the referral phase, rated their own knowledgeability about the restaurants [movies] presented.…”

Section: Methodsmentioning

confidence: 99%

The referral backfire effect: The identity-threatening nature of referral failure

Claus

Geyskens

Millet³

et al. 2012

International Journal of Research in Marketing

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a b s t r a c t a r t i c l e i n f oThe present paper shows that when a person has the experience of giving advice but that advice is not acted upon, there is a reduced openness to external information. We call this the "referral backfire effect". We argue that this referral backfire effect is due to the identity threatening nature of referral failure: the referral backfire effect is attenuated (1) when the sender perceives oneself as having low expertise in the particular domain of referral and (2) upon self-affirmation. Accordingly, implicit egotism is increased after referral failure, reflecting the need to bolster the self against threat. Because referral behavior is considered to be an important predictor of business success, we discuss the implications of our findings for both theory and practice and sketch future research opportunities.

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“…Some research has examined prominent aspects of the content of a deal, such as the face value of the discount (Leone and Srinivasan 1996), the percent of purchase price that is offered back (Della Bitta et al 1981) and the size of the associated product bundle (Yadav and Monroe 1993). Other studies have probed the presentation of the incentive, focusing for instance, on whether savings are described in dollar or percentage-off terms (Chen et al 1998), whether an absolute (20% off) or tensile (save up to 20% off, save 10-30% off) framing is utilized (Mobley et al 1988), whether an external reference or manufacturer's suggested price is mentioned (Blair and Landon 1981;Lichtenstein et al 1991), how a discount is semantically cued ("compare at..." versus "regularly priced as..."; Grewal et al 1996;Lichtenstein et al 1991) and so forth.…”

Section: Incentives and Preferencementioning

confidence: 99%

The influence of redemption time frame on responses to incentives

Roehm

Roehm²

2010

J. of the Acad. Mark. Sci.

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In the present research, Construal Level Theory is used to predict that consumers will mentally characterize incentive offers differently as a function of their redemption time frames. Data from two experiments indicate that concrete features, such as the face value of an offer or its mode of presentation (as a dollar figure or as a percentage discount), are prominent for incentives with short time frames but not for incentives with long ones. In the latter case, abstract features, such as the incentive's goal congruity or fit with personal values, are more likely to influence responses.

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An Investigation of Individual Responses to Tensile Price Claims

Cited by 107 publications

References 13 publications

Effectiveness of promotional premiums: The moderating role of affective state in different contexts

Effectiveness of promotional premiums: The moderating role of affective state in different contexts

The referral backfire effect: The identity-threatening nature of referral failure

The influence of redemption time frame on responses to incentives

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