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dc.contributor.advisorSrivastava, Joydeep
dc.creatorWu, Xiaoxuan
dc.date.accessioned2020-10-19T17:13:03Z
dc.date.available2020-10-19T17:13:03Z
dc.date.issued2019
dc.identifier.urihttp://hdl.handle.net/20.500.12613/619
dc.description.abstractWhen making decisions, consumers often do not follow principles of normative economic theories but those of behavioral ones. Framing effect – one of the most robust phenomena in behavioral research – has been found to influence consumers’ choices and judgment in purchase decisions. In price promotion practices, however, it is not well understood whether framing a product replacement purchase as a trade-in or an upgrade affects consumers’ purchase decision making process. This dissertation research aims to explore the trade-upgrade framing effect on product replacement purchase decisions and to examine the mechanisms through which such effect manifests itself. The results have demonstrated that consumers prefer a price promotion framed as upgrade to a financially equivalent one framed as trade-in, especially when the upgrade promotion is presented after the trade-in one. Furthermore, the framing effect and order effect are mediated by affect and influenced by cognitive focus, semantic cues, and systematic processing. The theoretical and practical implications are discussed at the end.
dc.format.extent86 pages
dc.language.isoeng
dc.publisherTemple University. Libraries
dc.relation.ispartofTheses and Dissertations
dc.rightsIN COPYRIGHT- This Rights Statement can be used for an Item that is in copyright. Using this statement implies that the organization making this Item available has determined that the Item is in copyright and either is the rights-holder, has obtained permission from the rights-holder(s) to make their Work(s) available, or makes the Item available under an exception or limitation to copyright (including Fair Use) that entitles it to make the Item available.
dc.rights.urihttp://rightsstatements.org/vocab/InC/1.0/
dc.subjectMarketing
dc.subjectFraming Effect
dc.subjectHeuristic
dc.subjectJudgment and Decision Making
dc.subjectProduct Replacement
dc.subjectTrade-in
dc.subjectUpgrade
dc.titleTHE TRADE-UPGRADE FRAMING EFFECT ON PURCHASE DECISION MAKINGS
dc.typeText
dc.type.genreThesis/Dissertation
dc.contributor.committeememberMorrin, Maureen
dc.contributor.committeememberDi Benedetto, C. Anthony
dc.contributor.committeememberFong, Nathan
dc.description.departmentBusiness Administration/Marketing
dc.relation.doihttp://dx.doi.org/10.34944/dspace/601
dc.ada.noteFor Americans with Disabilities Act (ADA) accommodation, including help with reading this content, please contact scholarshare@temple.edu
dc.description.degreePh.D.
refterms.dateFOA2020-10-19T17:13:03Z
dc.embargo.lift08/15/2021


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