discount; advertising; price promotion; construal level; psychological distance
Taylor & Francis Online
In two studies, the authors reveal how consumers react to marketing messages when two commonly used promotional tactics – price discounts and advertising messages – are synergized. Building on construal level theory, Study 1 shows how dollar-off discount framings (“Buy 2, get $10 off”) trigger low-level construal, while percent-off discount framings (“Buy 2, Get 50% off”) activate high-level construal. Study 2 demonstrates that congruent levels are matched when dollar-off discount appeals are paired with attribute appeals and when percent-off appeals are paired with benefit appeals, leading to more effective marketing communications.
Recommended CitationYoon, Sukki; Kim, Kacy; Kim, Sujin; and Corner, Gabrielle, "Dollar-Off or Percent-Off? Discount Framing, Construal Levels, and Advertising Appeals" (2019). Marketing Department Journal Articles. Paper 108.
Available for download on Monday, October 28, 2019