文献类型：期刊文献

英文题名：Effect of framing on consumers' willingness to participate in a promotion campaign

作者：Lin, Haichao[1];Wu, Xiaoyue[2]

机构：[1]Fudan Univ, Sch Management, Shanghai, Peoples R China;[2]East China Univ Sci & Technol, Sch Business, 130 Meilong Rd, Shanghai 200237, Peoples R China

年份：2022

卷号：50

期号：9

外文期刊名：SOCIAL BEHAVIOR AND PERSONALITY

收录：;WOS:【SSCI(收录号:WOS:000855551900010)】；

基金：This work was supported by a grant from the National Natural Science of China (72102069).

语种：英文

外文关键词：promotion; framing; willingness to participate; perceived savings; promotion sensitivity; consumer habits

摘要：This research explored whether the way companies frame their promotions can increase consumers' participation. Using two studies (Ns = 97 university students and 195 online participants, respectively), we demonstrated that compared with an individual-based promotion (i.e., a promotion targeting the individual consumer). a platform-based promotion (i.e.. a promotion targeting all consumers of a given shopping platform) increased consumers' willingness to participate in a promotion campaign. This effect occurred because a platform-based promotion (vs. an individual-based promotion) increased consumers' perceived savings, further enhancing their willingness to participate (Study 1). We also showed that only consumers who were promotion sensitive responded more actively to a platform-based promotion than to an individual-based promotion (Study 2). Our findings contribute to the promotion and framing literature and provide practical implications for marketing communications.