Basu, S orcid.org/0000-0002-4457-4247 and Ng, S (2021) $100 a month or $1,200 a year? Regulatory focus and the evaluation of temporally framed attributes. Journal of Consumer Psychology, 31 (2). pp. 301-318. ISSN 1057-7408
Abstract
The costs and benefits of various products, such as insurance and subscription services, are recurring. Marketers can choose to frame these attributes either as a series of periodic occurrences (e.g., “$10 per month”) or aggregate them over a longer period (“$120 per year”). Five studies show that the effectiveness of such temporal framing depends on consumers’ salient regulatory goals. Compared with prevention‐focused consumers, promotion‐focused consumers are more likely to perceive benefits, costs, and losses to be larger when they are framed in aggregate (vs. periodic) terms. Mediation analyses suggest that, relative to prevention‐focused consumers’ vigilant information processing style, promotion‐focused consumers’ eagerness makes them more susceptible to temporal framing effects. The results suggest that regulatory goal is a consequential factor in determining the effectiveness of temporal framing.
Metadata
Item Type: | Article |
---|---|
Authors/Creators: |
|
Copyright, Publisher and Additional Information: | © 2020 Society for Consumer Psychology. This is the peer reviewed version of the following article: Basu, S and Ng, S (2021) $100 a month or $1,200 a year? Regulatory focus and the evaluation of temporally framed attributes. Journal of Consumer Psychology, 31 (2). pp. 301-318. ISSN 1057-7408, which has been published in final form at https://doi.org/10.1002/jcpy.1199. This article may be used for non-commercial purposes in accordance with Wiley Terms and Conditions for Use of Self-Archived Versions. |
Keywords: | Numerosity heuristic; Regulatory focus; Temporal framing; Vigilance |
Dates: |
|
Institution: | The University of Leeds |
Academic Units: | The University of Leeds > Faculty of Business (Leeds) > Marketing Division (LUBS) |
Depositing User: | Symplectic Publications |
Date Deposited: | 17 Sep 2020 11:40 |
Last Modified: | 15 Oct 2022 00:26 |
Status: | Published |
Publisher: | Wiley |
Identification Number: | 10.1002/jcpy.1199 |
Open Archives Initiative ID (OAI ID): | oai:eprints.whiterose.ac.uk:165597 |