Skip to main content

Open Access PROMOTIONAL FRAMES AND CONSUMER DECISION MAKING: IT'S WHAT YOU OFER AND HOW YOU OFER IT

Download Article:
 Download
(PDF 338.2 kb)
 

Abstract:

Consumer research suggests product purchases are influenced by whether a product is seen as hedonic or utilitarian and whether the consumer is given several choices or just one. For example, Okada (2005) found people prefer hedonic alternatives when choices are presented singly, but choose utilitarian options in joint presentations. She theorized that this preference reversal is due to guilt over hedonic purchases.

This study was designed to investigate choices in a sales promotion context. Forty-two university student volunteers were divided into five groups. Four of the groups read a description of one of four 15 promotional offers (plain t-shirt, school t-shirt, designer t-shirt, 15 in cash) and the fifth saw all four offers; respondents were asked whether the offer(s) would prompt them to travel to a store 20 miles away to purchase a 100 pair of jeans. They were also asked to rate the item(s) on a hedonic scale and a utilitarian scale.

A comparison of promotions presented singly with promotions presented jointly did not support Okada's theory of preference reversal. In this study, the plain t-shirt (high utility/low hedonism) elicited more positive responses when presented alone, χ2(1, N = 18) = 6.77, p < .01; the designer t-shirt (low utility/high hedonism) drew more positive responses when presented in a set, χ2(1, N =17) = 5.03, p < .05, suggesting a contrast effect rather than a guilt effect.

Document Type: Research Article

DOI: http://dx.doi.org/10.2224/sbp.2007.35.7.861

Publication date: January 1, 2007

More about this publication?
sbp/sbp/2007/00000035/00000007/art00001
dcterms_title,dcterms_description,pub_keyword
6
5
20
40
5

Access Key

Free Content
Free content
New Content
New content
Open Access Content
Open access content
Subscribed Content
Subscribed content
Free Trial Content
Free trial content
Cookie Policy
X
Cookie Policy
Ingenta Connect website makes use of cookies so as to keep track of data that you have filled in. I am Happy with this Find out more