Framing Effect Of Incremental Promotion In The Context Of Half Price

With the continuous growth and release of residents’ consumption power and potential in China,the social consumption service industry is booming.Businesses and enterprises in all walks of life focus on the renewal of marketing methods in order to obtain more sales benefits.Promotions,on the other hand,are notable for their ability to boost sales quickly in a short term.Among them,Incremental sales promotion with multi-purchase and multi-discount is especially popular.To this end,this paper takes incremental promotion as the background,based on the half-price discount situation,combined with the framing effect theory,and conducts four studies to explore how different frames of economically equal promotional discounts affect consumers’ purchasing decision-making behavior:In study 1,the relative difference between two discounts was used as the variable to set up the promotional discount frame.The relative difference was consistent in the study 2 and 3,and the sequential discount frame was formed by changing the order of discount before and after the two discounts.The simulated situation questionnaire was used to measure the perceived value and purchase intention scores of the subjects.In study 4,the relative difference,sequence order and price level were taken as variables,and the ERPs technology was used to simulate the real shopping circumstance,and the behavioral responses and EEG data of the subjects were collected through laboratory experiments.The results show that: when the relative difference between two discounts is large,consumers will have higher perceived value and purchase intention;the ascending sequence also has higher perceived value and purchase intention than the descending sequence,and the sequential order effect is still obvious under the condition of multiple discounts.The results of ERPs experiment also proved the main effect of consumers under these two conditions,and the EEG data further verified the cognitive mechanism behind consumer behavior from the three components of P2,N2 and LPP.At the same time,the regression analysis of perceived value and purchase intention also shows that perceived value has a certain predictive effect on purchase intention.