Promotional frames and consumer decision making: It’s what you offer and how you offer it

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Margaret H. Rucker
Shih-Lei Du
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.


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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

Email

[email protected]

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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© 2007 Scientific Journal Publishers Limited. All Rights Reserved.