The effects of promotional frames of sales packages on perceived price increases and repurchase intentions

Liu, Hsin‐Hsien; Chou, Hsuan‐Yi

doi:10.1016/j.ijresmar.2014.06.005

Cited by 54 publications

(82 citation statements)

References 51 publications

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“…Sinha and Smith [34] found that consumers prefer to "buy one get one", instead of "buy two, each 50% off", because they think that the latter must buy two products in order to get a discount, and the former only needs to buy one product. But in fact, the incentives for the two promotions are the same, only because consumers psychologically "encode and evaluate economic behaviors" [4], track financial activities, and record various costs and benefits in specific accounts [35].…”

Section: Mental Arithmetic Of Mental Accounting and Bundled Consumptionmentioning

confidence: 99%

Discussion on the Mechanism of Irrational Online Shopping Behavior—Based on the Perspective of Mental Accounting Theory

Xie¹

2019

JSS

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Irrational Online Shopping Behavior is defined as "a series of irrational decision-making behavior made by consumers due to the influence of various factors in the virtual web environment". This paper aims to discuss irrational online shopping behavior of an excessive consumption, impulsive consumption and bundled consumption under the influence of mental accounting, and further discusses the internal mechanism of irrational online shopping behavior from the perspective of mental accounting theory: that is, consumers utilize a unique mental account when shopping online and how they mentally code, book, and value this account before, during, and after purchase. Finally this paper seeks to serve as a practical inspiration towards consumers and businesses. 55Open Journal of Social Sciences studies, this paper defines the irrational behavior of online shopping as "in the network environment, a series of irrational decision-making behavior made by consumers under the influence of various factors", and reveals the irrational purchase behavior of over-consumption, impulse spending and bundled consumption in the network environment from the perspective of mental accounting theory. The mechanism of irrational online shopping behavior were discussed: that is, online consumers own an online shopping mental account and how they mentally coding, booking, and valuing this account before, during, and after purchase results in a series of irrational shopping behavior.

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Section: Mental Arithmetic Of Mental Accounting and Bundled Consumptionmentioning

confidence: 99%

Discussion on the Mechanism of Irrational Online Shopping Behavior—Based on the Perspective of Mental Accounting Theory

Xie¹

2019

JSS

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“…In fact, transparency in pricing reduces consumer perceptions of price unfairness when firms announce a price increase (Ferguson & Ellen, 2013). Further, how offerings are framed (e.g., product bundle versus focal product plus a free gift) affects the perceptions of prices (Liu & Chou, 2014). Sheng, Bao, and Pan (2007) find that if the components of partitioned pricing include a base price and a surcharge, the rate of the surcharge influences perceptions of fairness -the lower the surcharge price compared to the base price, the higher the perception of fairness.…”

Section: Partitioned Pricing and Price Fairnessmentioning

confidence: 99%

Partitioned pricing, price fairness perceptions, and the moderating effects of brand relationships in SME business markets

Ferguson

Brown

Johnston

2017

Journal of Business Research

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“…Specifically, the hedonic benefits include value expression (i.e., the expression and enhancement of the self-concept and personal values) entertainment, and exploration, while utilitarian benefits include savings, quality, convenience, and value expression. While many aspects of Chandon et al 2000 ''benefit congruency framework'' do not apply to the postpurchase stage, typical sales promotions can still exert positive influences (Liu and Chou 2015). Suitable extra gifts can increase utilitarian benefits by saving money that would have gone to additional products (e.g., accessories to the products purchased) or by providing a convenient way to try new products (e.g., a trial product).…”

Section: Gift Coupons and Cognitive Reactionsmentioning

confidence: 99%

The impact of the package opening process on product returns

Zhou

Hinz

Benlian

2017

Bus Res

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High product return rates are an increasingly pressing challenge for many e-retailers around the world. To address this problem, this paper offers a new perspective by focusing on the critical moment of the package-opening process. Going beyond previous research, which has primarily focused on website information and the product itself, we examine the effects of the outside appearance (i.e., the color of the delivery package) and contents of the delivery package (i.e., extra gifts, coupons, and preprinted return labels) on consumer return behavior. Our findings across two experimental studies and an observational field study show that a well-considered package design, including colorful packaging and extra gifts, significantly lowers consumers' return intentions and actual returns. We also explore the process of consumers' cognitive-affective reactions after opening a delivery package. During this two-stage reaction process, pleasure plays a crucial role in the consumer's return choice.

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The effects of promotional frames of sales packages on perceived price increases and repurchase intentions

Cited by 54 publications

References 51 publications

Discussion on the Mechanism of Irrational Online Shopping Behavior—Based on the Perspective of Mental Accounting Theory

Discussion on the Mechanism of Irrational Online Shopping Behavior—Based on the Perspective of Mental Accounting Theory

Partitioned pricing, price fairness perceptions, and the moderating effects of brand relationships in SME business markets

The impact of the package opening process on product returns

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