What kind of framing message Is more appropriate with Nine-ending price 레폿

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What kind of framing message Is more appropriate with Nine-ending price

What kind of framing message Is more appropriate with Nine-ending price



What kind of framing message
Is more appropriate with
Nine-ending price


INDEX
Introduction

01
Regulatory fit & gain(vs loss) framed massage

02
Q & A

03

04

05
06
07
Study1
Study2
Result
Summary & Conclusion

Purpose of Journal
Joint effect
1.Introduction
Nine-ending
price
Message frames on
the adv. efficacy


1.Introduction
Nine-ending price

Reduction reflected in a nine-ending lowers the perception of price, often leading to a substantial increase in sales


Nine-ending price
Left-digit effect

This effect is
Not result from
A quantitative factor.
It stems from perception
distortion
Perceived gain effect

The gain perception
Emanating from
a nine-ending price
Price image effect

With a nine-ending,
Customer think
The price is
A discount or
Sales price
1.Introduction

Three effect
Left-digit effect
Perceived gain effect
Price image effect
1.Introduction


$29.99 $30.00

$24.31 $24.32






Reference point




Gain




Perceived
gain


Zero
ending


$30.00

(fixed price)
$29.99

(sales price)


2.Regulartory fit & gain(vs. loss) framed message
Regulatory focus theory
Regulatory focus

Promotion focus
Prevention focus
Eagerness means
Vigilance means
Regulatory fit

2.Regulartory fit & gain(vs. loss) framed message
Source confusion.
When a message fits with regulatory orientation
: Confusing the favorable experience of the fit with the experience of
evaluating a subsequently chosen object

The feeling-right Experience


The assessment of the attributes of
the message
Facilitating one’s attention
to the information that contributes
to achieve his or her goal
A function of dispositional factors &
situational factors
The message is more likely to be
Perceived as personally relevant, to be attend to,and to be allocated greater memory


2.Regulartory fit & gain(vs. loss) framed message
Regulatory focus theory + message framing context
Message framing context
loss-framed

Prevention focused highlighting losses

Regulatory focus
Gain-framed

Promotion focused highlighting gains

Processing fluency
Creating the feeling right experience


Conceptual conflict

2.Regulartory fit & gain(vs. loss) framed message
Lee & Aaker

Detweiler et al

Ramanathan and Dhar
- because of distinctive theoretical foundation : prospect theory

The gain-framed message involves a gain or nonloss and the loss-frame message involves a loss or nongain
Regulatory focus theory:Promotion-focused message involves a gain or nongain and the prevention focused message involves a loss or nonloss
Message framing when they contrast the gain vs. nonloss-framed message
_SLIDE


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