Everyday “low price” or everyday “value”? The interactive effects of framing and construal level on consumer purchase intentions

Lee, Mike; Putra, Pragea Geldoffy

doi:10.1016/j.jretconser.2020.102317

Cited by 18 publications

(7 citation statements)

References 49 publications

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“…The literature contains numerous investigations aimed at understanding how to best present price information to consumers. For instance, price perceptions and purchase behaviors may be influenced by whether prices are conveyed as standardized (unit) prices (Yao & Oppewal, 2016), in "99-cent" formats (Carver & Padgett, 2012), or as reflecting an "everyday value" price (Septianto et al, 2021). Research has also examined the role of nonrelevant physical characteristics in presenting price information, including the font color in which prices are shown (Ye et al, 2020) and the amount of horizontal space physically separating a regular and sale price (Coulter & Norberg, 2009).…”

Section: Discussionmentioning

confidence: 99%

Location, location, location: When and how low price locations improve consumer price perceptions

Barone

Coulter

Kulow

et al. 2022

Psychology and Marketing

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Does seeing a price in a physically low (vs. high) location prompt consumers to believe that the featured product is less costly? Recent research supports this possibility by showing that low price locations trigger “down=less” metaphors which prompt price perceptions that are monetarily “low” in magnitude. Extending such work, we offer a two‐stage model to account for price location effects and examine theoretically‐relevant moderators that influence the likelihood of “down=less” metaphors being activated (Stage 1) and being mapped onto a price magnitude judgment (Stage 2). Results demonstrate that price location effects will emerge under conditions where consumers (a) experience feelings of high (vs. low) power that encourage metaphor activation and (b) possess a high (vs. low) need for structure that encourages the mapping, or transfer, of these metaphors onto a price judgment mapping. A final study shows that “down=less” metaphorical influences do not affect price magnitude judgments in the presence of factors that inhibit either metaphor activation (i.e., feelings of low power) or mapping (i.e., a low need for structure). By identifying these contingencies, this research further specifies when price location effects are likely to arise, increasing our understanding of pricing in general and this locational phenomenon in particular.

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Section: Discussionmentioning

confidence: 99%

Location, location, location: When and how low price locations improve consumer price perceptions

Barone

Coulter

Kulow

et al. 2022

Psychology and Marketing

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show abstract

“…More recently, driven by the construal level theory, Septianto et al (2021) examined the interaction between promotion frame (i.e. everyday "low price", EDLP, or everyday "value", EDV) and construal level.…”

Section: The Matching Hypothesismentioning

confidence: 99%

“…More recently, driven by the construal level theory, Septianto et al . (2021) examined the interaction between promotion frame (i.e.…”

Section: Theoretical Frameworkmentioning

confidence: 99%

Effect of discount frame on consumer responses: moderation of psychological distance and product nature

Wang

Xie

2023

MIP

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PurposeAccording to construal level theory, close (versus far) psychological distance is associated with low (versus high) construal level. Despite the evidence for discount frame effect, it is unclear whether psychological distance and product nature play moderating roles. In addition, little has been known whether the effect of discount frame can extend to other dependent variables such as willingness to pay (WTP). Driven by construal level theory, five experiments were conducted to explore whether the effect of discount frame is dependent on psychological distance and product nature (i.e. utilitarian versus hedonic product).Design/methodology/approachThe experimental method was used, with discount frame, psychological distance and product type as the independent variables and purchase intention, attitude towards the advertisement, perceived value and WTP as the dependent variables. Participants were presented with promotion scenarios in which psychological distance and discount format were manipulated. In order to test the generalizability of results, promotional scenarios for both utilitarian (i.e. backpack bag and shampoo) and hedonic products (i.e. scenery ticket and perfume) were presented. Data were collected via the online experiment platform (i.e. www.Credamo.com).FindingsThe authors found an interaction between discount frame and spatial distance in that consumers had more positive attitude toward percent off than amount off under near-spatial distance. However, no interaction was observed between discount frame and temporal, social or hypothetical distance.Originality/valueTaken together, the current study for the first time reveals that the effect of discount frame is contingent on a specific dimension of psychological distance (i.e. spatial distance), regardless of whether the product is utilitarian or hedonic. Findings from this study for the first time pose a challenge to the notion that construal-level match necessarily leads to more favorable consumer responses, suggesting that there may be a unique mechanism underlying the joint effects of spatial distance and discount frame. The current findings can provide important implications for marketers and retailers in an effort to design effective promotional messages.

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“…Then, the participants completed the Behavior Identification Form for the manipulation test [ 80 ]. Specifically, the participants were asked to choose one of two possible options (one represents a high construal level, and the other represents a low construal level) for 10 behaviors [ 81 ]. We coded an answer as 0 (1) if the participant chose the low (high) construal level option (see Supplementary Material D ).…”

Section: Studymentioning

confidence: 99%

Telling You More Fluently: Effect of the Joint Presentation of Eco-Label Information on Consumers’ Purchase Intention

Wang

Liu

et al. 2022

IJERPH

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An eco-label is an important tool for identifying green products in the marketplace. Most eco-labels, however, present a single icon that is simple and carries limited information, thus creating cognitive barriers for consumers. As a result, eco-labels might not always effectively promote green consumption. Based on dual coding theory and the spatial contiguity effect, this study investigated the effect of the “joint presentation of eco-label information” (JPEI), which adds (functional/emotional) descriptive text to eco-labels, on improving consumers’ cognitive fluency in eco-labels and subsequent purchase intention. We conducted three studies and found that, compared with the “single presentation of eco-label information” (SPEI), JPEI improved the cognitive fluency of consumers with low eco-label knowledge. Furthermore, spatially contiguous JPEI was more effective than spatially partitioned JPEI for consumers with low eco-label knowledge. In addition, we specifically explored the information types of JPEI that were effective for consumers with low eco-label knowledge. Low-construal consumers had higher cognitive fluency and higher purchase intentions under functional JPEI, and high-construal consumers had higher cognitive fluency and higher purchase intentions under emotional JPEI. The results of this study enrich eco-label research and can provide theoretical guidance for marketing practices in eco-labels.

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Everyday “low price” or everyday “value”? The interactive effects of framing and construal level on consumer purchase intentions

Cited by 18 publications

References 49 publications

Location, location, location: When and how low price locations improve consumer price perceptions

Location, location, location: When and how low price locations improve consumer price perceptions

Effect of discount frame on consumer responses: moderation of psychological distance and product nature

Telling You More Fluently: Effect of the Joint Presentation of Eco-Label Information on Consumers’ Purchase Intention

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