How Framing Impacts The Effectiveness Of Coupons

In the Internet age,for experience goods(such as restaurants and movies),merchants often opt for online coupons to attract consumers.Different promotion type will have different effect.This thesis uses the concept of "framing" to define promotion type.This thesis mainly focuses on monetary promotion framed as reducing losses and no monetary promotion framed as gains.Review of previous literature research on the two kinds of promotion showed different effects.This is mainly due to the influence of different boundary conditions.This thesis focuses on the path of interpersonal communication and human-machine communication.Also it explores how framing impacts the effectiveness of coupons.When it comes to interpersonal communication,this thesis mainly focuses on the sharing of coupon between opposite sex.The effectiveness of coupons may differ when the sharing of coupon happens between the opposite sex and interpersonal closeness may moderate this effect.Meanwhile,this thesis also focuses on the coupons which are sent by machine and the moderating effect of personification.Through study 1 and study 2,this thesis discovers that when the coupons are shared by the opposite sex,no monetary promotion framed as gains has better effect than monetary promotion framed as losses.With the increasing of interpersonal closeness,the difference disappears.Through the study 3 and second hand data analysis,this thesis finds that when the coupons are sent by machine,monetary promotion framed as losses has better effect than no monetary promotion framed as gains.With the increasing of personification,the difference disappears.It is found that when the coupons are sent by human,no monetary promotion has better effect.Through the experiment and second hand data,this research expands the research of framing effect of promotion.This research involves the merchant system and it has both theoretical and practical contributions.