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Marketing Letters

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01.09.2012

What type of framing message is more appropriate with nine-ending pricing?

verfasst von: Jungsil Choi, Kiljae Lee, Yong-Yeon Ji

Erschienen in: Marketing Letters | Ausgabe 3/2012

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Abstract

While the effect of nine-ending prices on purchases has been well documented, studies that examine the impact of this pricing technique in the context of advertisements are rare. This paper examines the joint effect of the pricing technique and message frames on the advertisement efficacy. Since a nine-ending price is compatible with gain-framed messages due to its gain image, we propose that nine-ending pricing strengthens the effectiveness of gain-framed messages (versus loss-framed messages) on the overall advertisement efficacy. The results of two experiments provide support for this hypothesis.

Vorheriger Artikel Multiattribute perceptual mapping with idiosyncratic brand and attribute sets

Nächster Artikel It’s all in the mindset: Effects of varying psychological distance in persuasive messages

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Titel: What type of framing message is more appropriate with nine-ending pricing?
verfasst von: Jungsil Choi
Kiljae Lee
Yong-Yeon Ji
Publikationsdatum: 01.09.2012
Verlag: Springer US
Erschienen in: Marketing Letters / Ausgabe 3/2012
Print ISSN: 0923-0645
Elektronische ISSN: 1573-059X
DOI: https://doi.org/10.1007/s11002-012-9164-7

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