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What kind of framing message
Is more appropriate with
Nine-ending price
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INDEX
Introduction
01
Regulatory fit & gain(vs loss) framed massage
02
Q & A
03
04
05
06
07
Study1
Study2
Result
Summary & Conclusion
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Purpose of Journal
Joint effect
1.Introduction
Nine-ending
price
Message frames on
the adv. efficacy
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1.Introduction
Nine-ending price
Reduction reflected in a nine-ending lowers the perception of price, often leading to a substantial increase in sales
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Nine-ending price
Left-digit effect
This effect is
Not result from
A quantitative factor.
It stems from perception
distortion
Perceived gain effect
The gain perception
Emanating from
a nin¡¦(»ý·«)
2.Regulartory fit & gain(vs. loss) framed message
|
The message is more likely to be
Perceived as personally relevant, to be attend to,and to be allocated greater memory
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2.Regulartory fit & gain(vs. loss) framed message
Regulatory focus theory + message framing context
Message framing context
loss-framed
Prevention focused highlighting losses
Regulatory focus
Gain-framed
Promotion focused highlighting gains
Processing fluency
Creating the feeling right experience
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Conceptual conflict
2.Regulartory fit & gain(vs. loss) framed message
Lee & Aaker
Detweiler et al
Ramanathan and Dhar
- because of distinctive theoretical foundation : prospect theory
The gain-framed message involves a gain or nonloss and the loss-frame message involves a loss or nongain
Regulatory focus theory:Promotion-focused message involves a gain or nongain and the prevention focused message involves a loss or nonloss
Message framing when they contrast the gain vs. nonloss-framed message
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