Postponed or Switching: Retailer Try to PersuadeConsumer to Switch and Purchase SubstitutableOption by Frame When Target Option Out of Stock

• Main Authors: Huang, Wan-Ting, 黃婉婷
• Other Authors: Ku, Hsuan-Hsuan
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/jjuv3d

碩士 === 東吳大學 === 國際經營與貿易學系 === 102 === We examined the outcome of the two OOS circumstances (soldout & backorder) exposure to two types of comparative advertising frames–a maximal(“voice recorder B is superior to voice recorder A”), a minimal claim (“voice recorder B is equivalent or similar to voice recorder A”) and positive (“voice recorder B is as good as voice recorder A”) , negative frames (“voice recorder B is not inferior to voice recorder A”). Experiment 1 examined when OOS circumstance in soldout could increase consumer to purchase substitutable option. While experiment 2 compared OOS circumstances with two types of comparative advertising frames. For soldout circumstances, a maximal/minimal claim or positive/negative frame can lead to be equally persuasive. However, for backorder circumstances, maximal claims or negative frames make them greater persuasion.