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    政大機構典藏 > 商學院 > 企業管理學系 > 期刊論文 >  Item 140.119/10279
    Please use this identifier to cite or link to this item: http://nccur.lib.nccu.edu.tw/handle/140.119/10279


    Title: The Effects of Framing Price Promotion Messages on consumers' Perceptions and Purchase Intention
    Authors: 樓永堅;Shih-Fen S.Chen;Kent B.Monroe
    Lou, Yung-Chien;Chen, S Shih-Fen;Kent B.Monroe
    Date: 1998
    Issue Date: 2008-11-25 10:46:25 (UTC+8)
    Abstract: When implementing a price reduction, retailers tend to favor one practice over the other. Yet how different implementations of a price promotion influence consumers' perceptions and purchase intentions has been insufficiently studied. In this study, we framed a price reduction in percentage versus dollar terms on either a high-price or a low-price product. For the high-price product, our subjects indicated that a price reduction framed in dollar terms seemed more significant than the same price reduction framed in percentage terms, and the opposite was true for the low-price product. We also offered the same savings in either coupon or discount promotions and found that coupon promotions were evaluated more favorably and were more effective in changing subjects' purchase intentions. These results provide implications for when retailers should stress the absolute versus the relative magnitude of discounts to advertise price promotions.
    Relation: Journal of Retailing, 74(3), 353-372
    Data Type: article
    DOI 連結: http://dx.doi.org/10.1016/S0022-4359(99)80100-6
    DOI: 10.1016/S0022-4359(99)80100-6
    Appears in Collections:[企業管理學系] 期刊論文

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