Left or right? The effect of spatial location of price discount framing on consumers’ responses
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Based on the anchoring effect and framing effect theory, this paper explores the interactive effects of the location of promotional information and price discount framing on consumers’ responses through two studies. The results of study 1 show that a price discount framed as a reduced loss has a greater impact on consumer perceived value and purchase intention when it is displayed on the right and top of the print advertisement. However, a price discount framed as a gain has a greater impact on consumer perceived value and purchase intention when it is displayed on the left and bottom of the print advertisement. The results of study 2 show that a price discount framed as a reduced loss has a greater impact on consumer purchase intention when it is displayed on the upper-right rather than on the lower-left. Meanwhile, the opposite is true when the price discount is framed as a gain. This research contributes to the theoretical understanding of the roles of spatial location in the effect of price discount framing.
Abstract
Based on the anchoring effect and framing effect theory, this paper explores the interactive effects of the location of promotional information and price discount framing on consumers’ responses through two studies. The results of study 1 show that a price discount framed as a reduced loss has a greater impact on consumer perceived value and purchase intention when it is displayed on the right and top of the print advertisement. However, a price discount framed as a gain has a greater impact on consumer perceived value and purchase intention when it is displayed on the left and bottom of the print advertisement. The results of study 2 show that a price discount framed as a reduced loss has a greater impact on consumer purchase intention when it is displayed on the upper-right rather than on the lower-left. Meanwhile, the opposite is true when the price discount is framed as a gain. This research contributes to the theoretical understanding of the roles of spatial location in the effect of price discount framing.