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Are temporally reframed prices really advantageous? A more detailed look at the processes triggered by temporally reframed prices

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  • Bambauer-Sachse, Silke
  • Christina Mangold, Sabrina

Abstract

In this paper, we analyze effects of prices temporally reframed to a short period of time. We transfer a theoretical framework from a similar field of research to the context of temporally reframed prices. Based on this framework, we conduct a new empirical study. The results of the study show that temporally reframing prices leads to higher price attractiveness. However, this positive effect is overcompensated by negative effects of consumers’ feeling of being manipulated and of an increased perceived complexity of the price structure when temporally reframed prices are used instead of aggregate prices.

Suggested Citation

  • Bambauer-Sachse, Silke & Christina Mangold, Sabrina, 2009. "Are temporally reframed prices really advantageous? A more detailed look at the processes triggered by temporally reframed prices," Journal of Retailing and Consumer Services, Elsevier, vol. 16(6), pages 451-457.
    • Handle: RePEc:eee:joreco:v:16:y:2009:i:6:p:451-457
    DOI: 10.1016/j.jretconser.2009.06.005
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    Cited by:

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    5. Shirai, Miyuri, 2017. "Effects of price reframing tactics on consumer perceptions," Journal of Retailing and Consumer Services, Elsevier, vol. 34(C), pages 82-87.

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