Purpose

According to construal level theory, close (versus far) psychological distance is associated with low (versus high) construal level. Despite the evidence for discount frame effect, it is unclear whether psychological distance and product nature play moderating roles. In addition, little has been known whether the effect of discount frame can extend to other dependent variables such as willingness to pay (WTP). Driven by construal level theory, five experiments were conducted to explore whether the effect of discount frame is dependent on psychological distance and product nature (i.e. utilitarian versus hedonic product).

Design/methodology/approach

The experimental method was used, with discount frame, psychological distance and product type as the independent variables and purchase intention, attitude towards the advertisement, perceived value and WTP as the dependent variables. Participants were presented with promotion scenarios in which psychological distance and discount format were manipulated. In order to test the generalizability of results, promotional scenarios for both utilitarian (i.e. backpack bag and shampoo) and hedonic products (i.e. scenery ticket and perfume) were presented. Data were collected via the online experiment platform (i.e. www.Credamo.com).

Findings

The authors found an interaction between discount frame and spatial distance in that consumers had more positive attitude toward percent off than amount off under near-spatial distance. However, no interaction was observed between discount frame and temporal, social or hypothetical distance.

Originality/value

Taken together, the current study for the first time reveals that the effect of discount frame is contingent on a specific dimension of psychological distance (i.e. spatial distance), regardless of whether the product is utilitarian or hedonic. Findings from this study for the first time pose a challenge to the notion that construal-level match necessarily leads to more favorable consumer responses, suggesting that there may be a unique mechanism underlying the joint effects of spatial distance and discount frame. The current findings can provide important implications for marketers and retailers in an effort to design effective promotional messages.

中文翻译：

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折扣框架对消费者反应的影响：心理距离和产品性质的调节

目的

根据解释水平理论，近（与远）的心理距离与低（与高）解释水平相关。尽管有折扣框架效应的证据，但尚不清楚心理距离和产品性质是否起着调节作用。此外，人们很少知道折扣框架的影响是否可以扩展到其他因变量，例如支付意愿（WTP）。在解释水平理论的驱动下，进行了五个实验来探讨折扣框架的效果是否取决于心理距离和产品性质（即功利性产品与享乐性产品）。

设计/方法论/途径

采用实验方法，以折扣框架、心理距离和产品类型为自变量，以购买意愿、对广告的态度、感知价值和支付意愿为因变量。向参与者展示了操纵心理距离和折扣形式的促销场景。为了测试结果的普遍性，提出了实用产品（即背包和洗发水）和享乐产品（即风景门票和香水）的促销场景。数据通过在线实验平台（即www.Credamo.com）收集。

发现

作者发现折扣框架和空间距离之间存在交互作用，因为消费者对折扣的态度比近空间距离下的折扣态度更积极。然而，没有观察到折扣框架与时间、社会或假设距离之间的相互作用。

原创性/价值

综上所述，本研究首次揭示折扣框架的效果取决于特定维度的心理距离（即空间距离），无论产品是功利性的还是享乐性的。这项研究的结果首次对解释水平匹配必然会导致更有利的消费者反应的观念提出了挑战，表明空间距离和折扣框架的联合效应背后可能存在一种独特的机制。目前的研究结果可以为营销人员和零售商设计有效的促销信息提供重要的启示。