Framing the deal: the role of restrictions in accentuating deal value

Article Abstract:

We propose that consumers use the presence of a restriction (i.e., purchase limit, purchase precondition, or time limit) as a source of information to evaluate a deal. In a series of four studies we present evidence suggesting that restrictions serve to accentuate deal value and act as "promoters" of promotions. We begin by using aggregate level scanner data to test our hypothesis that a sales restriction (e.g., "limit X per customer") results in higher sales. Via three subsequent experiments, we then investigate contextual and individual factors moderating this effect. Study 2 suggests that restrictions only have a positive effect for low need for cognition individuals. Study 3 explores the potential mediating role of deal evaluations on purchase intent across discount levels. Study 4 examines the effect of three types of restrictions (purchase limits, time limits, and purchase preconditions) across discount levels and explores the underlying beliefs driving these effects. An integrative model across studies demonstrates the robustness of the restriction effect and supports the premise that restrictions work through signaling value. Implications for how consumers determine promotional value are discussed. (Reprinted by permission of the publisher.)

Marketing management, Sales promotions, Value (Economics)

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Behavioral frequency judgments: an accessibility-diagnosticity framework

Article Abstract:

Marketing research surveys often elicit behavioral frequency reports. When estimating the number of times a respondent engages in a behavior, s/he may use information about the behavior stored in memory, information provided by the response context or both. Based on an accessibility-diagnosticity framework, we theorize that the probability of using context-based information in forming a frequency judgment is inversely proportional to the diagnosticity of the alternate inputs accessible in memory. That is, when memory-based information is accessible and diagnostic, contextual information is not used; when memory-based information is accessible but not diagnostic, the use of contextual information depends on its perceived diagnosticity. Finally, when memory-based information is not accessible, contextual information is used even when its diagnosticity is questionable. The results of three experiments support this model. Theoretical implications and recommendations for questionnaire design are discussed. (Reprinted by permission of the publisher.)

Analysis, Marketing research, Market research

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AIDS and me, never the twain shall meet: the effects of information accessibility on judgments of risk and advertising effectiveness

Article Abstract:

Individuals will exhibit more responsible and precautionary sexual behavior if the self-positivity bias is reduced. Self-positivity bias, or the belief that one is less likely to contract the AIDS virus than are others, can be decreased through a reinforced perception of possible exposure to the disease and an advertising campaign promoting safe sex practices.

Social aspects, Safe sex, Risk perception, Health risk communication

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