De invloed van geframede prijzen en productbekendheid op consumentenevaluaties : een scenario-onderzoek

Bos, W. (2009) De invloed van geframede prijzen en productbekendheid op consumentenevaluaties : een scenario-onderzoek.

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Abstract:A frequently used price strategy among marketers is framing, by which products and services intentionally are being placed as positive. Several studies have demonstrated that this strategy is responsible for higher consumer evaluations. In this study framing (negative vs. positive) x product familiarity (low vs. high) is tested on consumer evaluations by means of a scenario experiment. The results showed a main effect on framing and product familiarity on some of the consumer evaluations. The effects of positive framing on consumer evaluations lead to a more positive attitude towards the product. High product familiarity has lead to a positive attitude towards the product and a higher purchase intention. Furthermore, the participants were willing to pay more for the product. An interaction effect has also been found between these variables which showed that when there’s a low product familiarity, the difference between negative and positive framing is significant
Item Type:Essay (Bachelor)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:77 psychology
Programme:Psychology BSc (56604)
Link to this item:http://purl.utwente.nl/essays/59042
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