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引文資料
題名:
增量、升級或折扣?促銷框架對成本配置及相對偏好的影響
書刊名:
臺大管理論叢
作者:
劉信賢
/
邱玉葉
作者(外文):
Liu, Hsin-hsien
/
Chiu, Yu-yeh
出版日期:
2012
卷期:
23:1
頁次:
頁269-296
主題關鍵詞:
促銷框架
;
心理會計
;
增量促銷
;
Promotional framing
;
Mental accounting
;
Bonus pack
原始連結:
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相關次數:
被引用次數:期刊(
3
) 博士論文(0) 專書(0) 專書論文(0)
排除自我引用:
2
共同引用:0
點閱:129
作者基於心理會計以及促銷框架,主張消費者面對價格折扣促銷時,會將折扣與購買成 本歸為同一個心理帳戶並視該促銷為「損失的減少」;反之,在面對增量促銷以及升級 促銷時,會將促銷折扣與購買成本歸為不同的帳戶並視該促銷為「額外獲得的利得」, 如此增量促銷及升級促銷相較於價格折扣促銷更具有顯著性及相對吸引力。作者執行三 個實驗證實本研究主張,實驗一與二證實了消費者偏好增量促銷而非價格折扣促銷,這 個結果是基於消費者面對不同促銷框架時會有不同的心理帳戶配置;此外,實驗結果也 排除了一線生機法則的相對解釋。實驗三則採取組間設計,結果顯示,升級促銷相對於 價格折扣促銷更具吸引力。作者最後討論本研究對行銷實務及理論的影響。
以文找文
In accordance with prior research into mental accounting and promotional framing, the authors suggest that consumers confronted with price promotions are more likely to integrate the discount into their purchasing costs and consider it a reduced loss. In contrast, consumers offered a bonus pack or an upgrade should separate the promotions into accounts other than purchasing costs and consider them extra gains. The bonus pack and upgrading promotions thus should be more salient and attractive than the price discount promotion. Three experiments examined these propositions: Experiments 1 and 2 showed that participants preferred bonus pack to price discount promotions, mainly because they differently assigned the discounts to specific mental accounts across two promotional frames. Moreover, the results excluded an alternative explanation related to the silver lining principle. Experiment 3 confirmed that upgrading promotion was more attractive than price discount promotion. This study thus offers key theoretical and practical implications.
以文找文
期刊論文
1.
Okada, E. M.(200103)。Trade-ins, Mental Accounting, and Product Replacement Decisions。Journal of Consumer Research,27(4),433-446。
2.
Grewal, Dhruv、Marmorstein, Howard、Sharma, Arun(1996)。Communicating Price Information through Semantic Cues: The Moderating Effects of Situation and Discount Size。Journal of Consumer Research,23(2),148-155。
3.
Diamond, William D.(1992)。Just What Is a Dollar’s Worth? Consumer Reactions to Price Discounts vs. Extra Product Promotions。Journal of Retailing,68(3),254-270。
4.
Diamond, William D.、Campbell, Leland(1989)。The Framing of Sales Promotions: Effects on Reference Price Change。Advance in Consumer Research,16(1),241-247。
5.
Hardesty, D. M.、Bearden, W. O.(2003)。Consumer evaluations of different promotion types and price presentations: the moderating role of promotional benefit level。Journal of Retailing,79(1),17-25。
6.
LeBoeuf, R. A.、Shafir, E.(2003)。Deep thoughts and shallow frames: on the susceptibility to framing effects。Journal of Behavioral Decision Making,16,77-92。
7.
Lauriola, Marco、Schreiber, Judy、Gaeth, Gary J.、Levin, Irwin P.(2002)。A New Look at Framing Effects: Distribution of Effect Sizes, Individual Differences, and Independence of Types of Effects。Organizational Behavior and Human Decision Processes,88(1),411-429。
8.
Shafir, Eldar、Thaler, R. H.(2006)。Invest now, drink later, spend never: On the mental accounting of delayed consumption。Journal of Economic Psychology,27(5),694-712。
9.
Sinha, Indrajit、Smith, Michael F.(2000)。Consumers' Perceptions of Promotional Framing of Price。Psychology & Marketing,17(3),257-275。
10.
Smith, M. F.、Sinha, I.(2000)。The Impact of Price and Extra Product Promotions on Store Preference。International Journal of Retail and Distribution Management,28(2),83-92。
11.
Wiseman, David B.、Irwin, P. Levin(1996)。Comparing Risky Decision Making under Conditions of Real and Hypothetical Consequences。Organizational Behavior and Human Decision Process,66(3),241-250。
12.
Levin, Irwin P.、Schneider, Sandra L.、Gaeth, Gary J.(1998)。All Frames Are Not Created Equal: A Typology And Critical Analysis of Framing Effects。Organizational Behavior and Human Decision Processes,76(2),149-188。
13.
Kahneman, D.、Tversky, A.(1979)。Prospect theory: An analysis of decision under risk。Econometrica,47(2),263-291。
14.
Harlam, Bari A.、Krishna, Aradhna、Lehmann, Donald R.、Mela, Carl(1995)。Impact of Bundle Type, Price Framing and Familiarity on Purchase Intention for the Bundle。Journal of Business Research,33(1),57-66。
15.
Arkes, Hal R.、Blumer, Catherine(1985)。The Psychology of Sunk Cost。Organizational Behavior and Human Decision Processes,35(1),124-140。
16.
Thaler, Richard H.(1985)。Mental Accounting and Consumer Choice。Marketing Science,4(3),199-214。
17.
Thaler, Richard H.、Johnson, Eric J.(1990)。Gambling with the House Money and Trying to Break Even: The Effects of Prior Outcomes on Risky Choice。Management Science,36(6),643-660。
18.
Chen, Shih-Fen S.、Monroe, Kent B.、Lou, Yung-Chien(1998)。The Effects of Framing Price Promotion Messages on Consumers' Perceptions and Purchase Intentions。Journal of Retailing,74(3),353-372。
19.
Tversky, Amos、Kahneman, Daniel(1981)。The Framing of Decisions and the Psychology of Choice。Science,211(4481),453-458。
20.
Thaler, Richard H.(1999)。Mental Accounting Matters。Journal of Behavioral Decision Makings,12(3),183-206。
會議論文
1.
Barnes, J. G.(1975)。Factors influencing consumer reaction to retail newspaper sale advertising。Fall Educators' Conference,471-477。
其他
1.
Arkes, H. L.(1996)。The psychology of waste。
2.
Bolton, R. N. ; Lemon, K. N. ; Verhoef, P. C.(2008)。Expanding business-to-business customer relationships: Modeling the customer’s upgrade decision。
3.
Chandran, S. ; Morwitz, V. G.(2006)。The price of “Free”-dom: Consumer sensitivity to promotions with negative contextual influences。
4.
Kamins, M. A. ; Folkes, V. S. ; Fedorikhin, A.(2009)。Promotional bundles and consumers’ price judgments: When the best things in life are not free。
5.
Keren, G. ; Gerritsen, L. E. M.(1999)。On the robustness and possible accounts for ambiguity aversion。
6.
Kühberger, A. ; Schulte-Mecklenbeck, M. ; Perner, J.(1999)。The effects of framing, reflection, probability, and payoff on risk preference in choice tasks。
7.
Levin, I. P. ; Johnson, R. D. ; Davis, M. L.(1987)。How information frame influences risky decisions: Between-subjects and within-subject comparisons。
8.
Liu, H. H.(2011)。Task formats and ambiguity aversion。
9.
Nunes, J. C. ; Park, C. W(2003)。Incommensurate resources: Not just more of the same。
10.
Okada, E. M(2006)。Upgrades and new purchase。
11.
Park, S. ; Mowen, J. C.(2007)。Replacement purchase decisions: On the effects of trade-ins, hedonic versus utilitarian usage goal, and tightwadism。
12.
Raghubir, P.(2004)。Free gift with purchase: Promoting or discounting the brand?。
13.
Seibert, L. J.(1997)。What consumers think about bonus pack sales promotions。
14.
Thaler, R. H. ; Johnson, E. J.(1986)。Hedonic framing and the break-even effect。
圖書論文
1.
Diamond, William D.、Sanyal, Abhijit(1990)。The Effect of Framing on The Choice of Supermarket Coupons。Advances in Consumer Research。Provo, UT:Association for Consumer Research。
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