Promotional frames and consumer decision making: It’s what you offer and how you offer it
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Cite this article:
Rucker, M., &
Du, S.
(2007). Promotional frames and consumer decision making: It’s what you offer and how you offer it.
Social Behavior and Personality: An international journal,
35(7),
861-862.
Abstract
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Consumer research suggests product purchases are influenced by whether a product is seen as hedonic or utilitarian and whether the consumer is given several choices or just one. For example, Okada (2005) found people prefer hedonic alternatives when choices are presented singly, but choose utilitarian options in joint presentations. She theorized that this preference reversal is due to guilt over hedonic purchases.
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Appreciation is due to reviewers including
Gail Tom
PhD
School of Business
California State University
Sacramento
CA 95819-6088
USA
Margaret Rucker, Division of Textiles and Clothing, University of California, Davis, One Shields Avenue, Davis, CA 95616, USA. Phone: (916) 752-2018; Fax: (916) 752-7584; Email: [email protected]
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