Is $0 Better than Free? Consumer Response to "$0" versus "Free" Framing of a Free Promotion
DC Field | Value | Language |
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dc.contributor.author | Koo, Jieun | - |
dc.contributor.author | Suk, Kwanho | - |
dc.date.accessioned | 2021-08-30T15:42:04Z | - |
dc.date.available | 2021-08-30T15:42:04Z | - |
dc.date.created | 2021-06-18 | - |
dc.date.issued | 2020-09 | - |
dc.identifier.issn | 0022-4359 | - |
dc.identifier.uri | https://scholar.korea.ac.kr/handle/2021.sw.korea/53643 | - |
dc.description.abstract | This research explores the framing effect of free promotions on consumer responses. Specifically, the same free promotion can be presented as "free" (e.g., "Get Product X for Free") or "$0" (e.g., "Get Product X for $0"). This study examines whether such presentations affect consumer preference for promotions. Results of ten experiments, including a field study, demonstrate that a free promotion is evaluated more favorably when presented as "$0" than "free." This framing effect occurs because of the differential focus on the benefits of free promotions. The "$0" frame leads consumers to focus more on the cost-saving benefit of a free promotion, whereby people perceive that they save the entire cost of a free offer because of the promotion. By contrast, the "free" frame leads consumers to focus on obtaining a free offer itself. Thus, people perceive that the benefit of a promotion is the certain gain of the free offer. Given that the value associated with avoiding loss (i.e., cost) is greater than the value of an equivalent gain, $0 promotions are evaluated more favorably. (C) 2019 New York University. Published by Elsevier Inc. All rights reserved. | - |
dc.language | English | - |
dc.language.iso | en | - |
dc.publisher | ELSEVIER SCIENCE INC | - |
dc.subject | CONSTRUAL-LEVEL | - |
dc.subject | PRICE PERCEPTIONS | - |
dc.subject | SALE PRICES | - |
dc.subject | IMPACT | - |
dc.subject | DECISIONS | - |
dc.subject | DISCOUNT | - |
dc.subject | PURCHASE | - |
dc.subject | DESIRABILITY | - |
dc.subject | FEASIBILITY | - |
dc.subject | PREFERENCE | - |
dc.title | Is $0 Better than Free? Consumer Response to "$0" versus "Free" Framing of a Free Promotion | - |
dc.type | Article | - |
dc.contributor.affiliatedAuthor | Suk, Kwanho | - |
dc.identifier.doi | 10.1016/j.jretai.2019.11.006 | - |
dc.identifier.scopusid | 2-s2.0-85076569113 | - |
dc.identifier.wosid | 000575168600007 | - |
dc.identifier.bibliographicCitation | JOURNAL OF RETAILING, v.96, no.3, pp.383 - 396 | - |
dc.relation.isPartOf | JOURNAL OF RETAILING | - |
dc.citation.title | JOURNAL OF RETAILING | - |
dc.citation.volume | 96 | - |
dc.citation.number | 3 | - |
dc.citation.startPage | 383 | - |
dc.citation.endPage | 396 | - |
dc.type.rims | ART | - |
dc.type.docType | Article | - |
dc.description.journalClass | 1 | - |
dc.description.journalRegisteredClass | ssci | - |
dc.description.journalRegisteredClass | scopus | - |
dc.relation.journalResearchArea | Business & Economics | - |
dc.relation.journalWebOfScienceCategory | Business | - |
dc.subject.keywordPlus | CONSTRUAL-LEVEL | - |
dc.subject.keywordPlus | PRICE PERCEPTIONS | - |
dc.subject.keywordPlus | SALE PRICES | - |
dc.subject.keywordPlus | IMPACT | - |
dc.subject.keywordPlus | DECISIONS | - |
dc.subject.keywordPlus | DISCOUNT | - |
dc.subject.keywordPlus | PURCHASE | - |
dc.subject.keywordPlus | DESIRABILITY | - |
dc.subject.keywordPlus | FEASIBILITY | - |
dc.subject.keywordPlus | PREFERENCE | - |
dc.subject.keywordAuthor | Attentional shift | - |
dc.subject.keywordAuthor | Framing | - |
dc.subject.keywordAuthor | Free promotion | - |
dc.subject.keywordAuthor | Loss aversion | - |
dc.subject.keywordAuthor | Pricing | - |
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