Document Type

Article

Keywords

discount; advertising; price promotion; construal level; psychological distance

Identifier Data

doi.org/10.1080/10496491.2019.1557808

Publisher

Taylor & Francis Online

Abstract

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.

Available for download on Monday, October 28, 2019

Included in

Marketing Commons

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