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Journal of the Academy of Marketing Science
Published in: Journal of the Academy of Marketing Science 3/2011

01-06-2011 | Original Empirical Research

The influence of redemption time frame on responses to incentives

Authors: Michelle L. Roehm, Harper A. Roehm Jr.

Published in: Journal of the Academy of Marketing Science | Issue 3/2011

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Abstract

In the present research, Construal Level Theory is used to predict that consumers will mentally characterize incentive offers differently as a function of their redemption time frames. Data from two experiments indicate that concrete features, such as the face value of an offer or its mode of presentation (as a dollar figure or as a percentage discount), are prominent for incentives with short time frames but not for incentives with long ones. In the latter case, abstract features, such as the incentive’s goal congruity or fit with personal values, are more likely to influence responses.
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Footnotes
1
Approximately 7% of all descriptions in this experiment were ultimately placed into the “neither” category. A follow-up analysis revealed no systematic connection between “neither” responses and any particular incentive or incentive type (short time frame, extended frame).
 
2
The time frame x face value interaction was significant within both high and low goal congruity levels. Similarly, the time frame x goal congruity interaction was significant within high and low face value conditions (ps < .05).
 
3
As in Experiment 1, only a small percentage (6%) of all descriptions were classified in the “neither” category, and a follow-up analysis again revealed no systematic connection between “neither” responses and study conditions.
 
4
The time frame x offer mode interaction was significant within both high and value fit levels. Similarly, the time frame x value fit interaction was significant within both offer mode conditions (ps < .05).
 
5
We thank Reviewer 2 for offering this insightful observation.
 
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Metadata
Title
The influence of redemption time frame on responses to incentives
Authors
Michelle L. Roehm
Harper A. Roehm Jr.
Publication date
01-06-2011
Publisher
Springer US
Published in
Journal of the Academy of Marketing Science / Issue 3/2011
Print ISSN: 0092-0703
Electronic ISSN: 1552-7824
DOI
https://doi.org/10.1007/s11747-010-0201-x

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