TY - JOUR
T1 - Consumer responses to savings message framing
AU - Yang, Bi
AU - Mattila, Anna S.
N1 - Publisher Copyright:
© 2020 Elsevier Ltd
PY - 2020/9
Y1 - 2020/9
N2 - Despite the prevalent use of savings messages (e.g., “get $x off” and “save $x”), no previous tourism and hospitality research has examined their effect on consumer responses. To fill that void, this study investigates the joint effect of savings message type (gain-framed vs. nonloss-framed) and weather conditions (sunny vs. rainy) on consumer attitude. The results show that individuals in rainy weather respond more favorably to a gain-framed (vs. nonloss-framed) message, and this effect is attenuated among people in sunny weather. Furthermore, this study reveals a boundary condition. When the amount of savings is presented in percentage terms (e.g., “get x% off” and “save x%”), the superiority of a gain frame disappears. Theoretical and managerial implications are discussed.
AB - Despite the prevalent use of savings messages (e.g., “get $x off” and “save $x”), no previous tourism and hospitality research has examined their effect on consumer responses. To fill that void, this study investigates the joint effect of savings message type (gain-framed vs. nonloss-framed) and weather conditions (sunny vs. rainy) on consumer attitude. The results show that individuals in rainy weather respond more favorably to a gain-framed (vs. nonloss-framed) message, and this effect is attenuated among people in sunny weather. Furthermore, this study reveals a boundary condition. When the amount of savings is presented in percentage terms (e.g., “get x% off” and “save x%”), the superiority of a gain frame disappears. Theoretical and managerial implications are discussed.
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U2 - 10.1016/j.annals.2020.102998
DO - 10.1016/j.annals.2020.102998
M3 - Article
C2 - 32834231
AN - SCOPUS:85087982748
SN - 0160-7383
VL - 84
JO - Annals of Tourism Research
JF - Annals of Tourism Research
M1 - 102998
ER -