Effect of framing on consumers’ willingness to participate in a promotion campaign

• Haichao Lin

  Fudan University

• Xiaoyue Wu

  East China University of Science and Technology

This research explored whether the way companies frame their promotions can increase consumers’ participation. Using two studies (Ns = 97 university students and 195 online participants, respectively), we demonstrated that compared with an individual-based promotion (i.e., a promotion targeting the individual consumer), a platform-based promotion (i.e., a promotion targeting all consumers of a given shopping platform) increased consumers’ willingness to participate in a promotion campaign. This effect occurred because a platform-based promotion (vs. an individual-based promotion) increased consumers’ perceived savings, further enhancing their willingness to participate (Study 1). We also showed that only consumers who were promotion sensitive responded more actively to a platform-based promotion than to an individual-based promotion (Study 2). Our findings contribute to the promotion and framing literature and provide practical implications for marketing communications.

1. Haichao Lin, Fudan University

   School of Management

2. Xiaoyue Wu, East China University of Science and Technology

   School of Business

• Download PDF
  (USD 29)