摘要 : Abstract We introduce the idea of beneficiary framing to the promotion response literature. Two large-scale field experiments (total N = 73,010) in the context of print-at-home coupons show that framing a savings message as affect... 展开
作者 | Geoffrey Fisher Matthew McGranaghan Jura Liaukonyte Kenneth C. Wilbur |
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作者单位 | |
期刊名称 | 《Quantitative marketing and economics》 |
页码/总页数 | 147-181 / 35 |
语种/中图分类号 | 英语 / F |
关键词 | Price promotions Coupons Beneficiary framing Field experiments Mental accounting |
DOI | 10.1007/s11129-023-09261-0 |
馆藏号 | F-274 |