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Wat is de relatie tussen de regulatieve focus theorie en prijsframing op basis van bedragen vs. percentages Een onderzoek naar de invloed van de focus op de aanbieding van een retour vliegticket.

Wantia, Guus (2011) Wat is de relatie tussen de regulatieve focus theorie en prijsframing op basis van bedragen vs. percentages Een onderzoek naar de invloed van de focus op de aanbieding van een retour vliegticket.

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Abstract:Studies have shown that people react differently on price framing (i.e. an offer presented in amounts or percentages). The current research investigated whether price framing in this form, the focus of a person and the focus of an advertisement affect each other. The regulatory focus theory (Higgins, 1997) distinguishes two focus types. The promotion focus on achieving success and the prevention focus on preventing losses. If someone has a promotion (prevention) focus and reads an advertisement with a promotion (prevention) focus, this person experiences a regulatory fit. Someone who wants to enjoy the sun on holiday (promotion focus), will be attracted to an advertisement in which the warm climate is emphasized (promotion focus). Two experimental studies examined the effect of the regulatory focus and the holiday preferences of a person on an offer in amounts or percentages, and how this relation is moderated by the regulatory fit. The results from study 1 show there is a relation between the regulatory focus and an offer in percentages. People with a prevention focus have a low valuation for an offer in percentages, unless the explanation of this offer has a prevention focus as well. In that case the regulatory fit fades out the uncertainty of the percentages. Percentages are no obstacle anymore because the focus in the advertisement matches their own focus. For an offer in amounts no significant differences are found for both types. Study 2 examined whether a relationship exists between people with adventure vacation preferences and the focus of an advertisement. The results did not show any significant differences between the people and the advertisements.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:77 psychology
Programme:Psychology MSc (66604)
Link to this item:http://purl.utwente.nl/essays/61238
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