"While stocks last!" Impact of framing on consumers' perception of sales promotions

• Published in: The Journal of consumer marketing Vol. 21; no. 5; pp. 343 - 355
• Main Authors: Tan, Soo-Jiuan, Hwang Chua, Seow
• Format: Journal Article
• Language: English
• Published: Santa Barbara Emerald Group Publishing Limited 01.08.2004
• Subjects: Advertising; Classes of goods marketed; Consumer behavior; Consumer behaviour; Consumers; Discount rates; Perception; Perceptions; Purchase intention; Restrictions; Sales promotions; Statistical analysis; Studies; Singapore; Perception; Classes of goods marketed; Advertising; Consumer behaviour
• ISSN: 0736-3761; 2052-1200
• DOI: 10.1108/07363760410549168

This paper investigates the impact of framing through the use of a vague scarcity restriction ("while stocks last") on consumers' perception of promotional offers involving different claim formats (tensile price claim such as "save up to 60 percent" versus non-tensile price claim such as "save 60 percent") and different amount of price discounts. The findings show that framing the sales offer with such a vague scarcity restriction and using a tensile claims format improve the consumers' perceived informational value of the offer, only if exaggerated price discounts are involved. This study also confirms earlier studies' findings on the effects of exaggerated price discounts and tensile claims on consumers' perceived savings and information value of sales promotional offers. Managerial implications are discussed.