Does Coupon Framing Influence Promotion Effectiveness?

• Main Authors: Hsin-kuang Fang, 枋欣廣
• Other Authors: Chun-Tuan Chang
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/96452630624654880164

碩士 === 國立高雄大學 === 經濟管理研究所 === 95 === Framing effects have found to influence the decision-making of consumers. Former researches apply the framing effects to price discount (especially the discount size level of coupons) and find that consumers are affected by the discount presentation formats. Therefore, how to design a proper and effective coupon to attract consumers’ attention and enhance the effectiveness of coupon promotion becomes an important issue. In this study, we base on the literatures related to framing effects of price discount to understand that how the consumers react to different discount presentation formats. However, we find that there are seldom researches on the framing effects of familiarity of discount presentation. Hence, we focus on this phenomenon and explore the relationships between framing effects of familiarity of discount presentation and effectiveness of coupon promotion and information processing. In addition, based on former research, we find that the effects may be moderated by discount size level and discount method framing. An experiment of 2 (framing of familiarity of discount presentation: “pay” vs. “off” ) ×4 (discount size level: “low” vs. “moderate” vs. “high” vs. “surprisedly high”) ×2 (discount method framing: “absolute dollar” vs. “relative percentage”) factorial design is conducted, using a hypothetical scenario of a coupon for a shirt. 450 undergraduate students from National University of Kaohsiung participated in this experiment. A series of multivariate analysis of covariance (MANCOVA), analysis of covariate (ANCOVA) and analysis of variance (ANOVA) indicate that when the discount presentation is more familiar, consumers are likely to process information of coupon. In addition, when the discount size level increase from high to surprisedly high level, the effectiveness of coupon promotion unchange. Compared to novel discount presentation, familiar discount presentation is more effective in enhancing effectiveness of coupon promotion than novel discount presentation when the discount size level is surprisedly high. Finally, familiar discount presentation is more effective in enhancing effectiveness of coupon promotion than novel discount presentation only when the discount is presented in absolute dollars and size level is surprisedly high.