Dollar-Off or Percent-Off? Discount Framing, Construal Levels, and Advertising Appeals
In two studies, the authors reveal how consumers react to marketing messages when two commonly used promotional tactics–price discounts and advertising messages–are synergized. Building on construal level theory, Study 1 shows how dollar-off discount framings (“Buy 2, get
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Routledge
2019
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| Subjects: | |
| Online Access: | View Fulltext in Publisher |