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Can the different framing of price promotions decrease consumer value perception and their willingness to pay? Prior research provides evidence of differences in consumer perception of economically equivalent monetary and non-monetary price promotions. In detail, many research works suggest that non-monetary promotions positively affect consumer perception and are therefore preferred over monetary ones that are associated with a drop in quality. Results suggest that this biased consumer behavior is caused by the framing of the promotion, causing difference in cognitive processing and dissimilarities in perception of benefits and product quality. We put this theoretical foundation to the test on the Turkish consumer market of non-durable goods, in order to contrast effects on consumers of the economically equivalent formats ‘50% discount’ as a monetary and ‘buy-one-get-one-free’ as a non-monetary promotion. In particular, the focus was set on analyzing attractiveness perception of the two promotion types and the development of WTP pre- and post-promotion. To achieve this, the non-durable goods rice and antibacterial soap were selected as product stimuli to stage scenarios before, during and after a promotion period. Four sets of questionnaires were shared on social media and distributed to a total of 919 participants via randomization generator. The survey results put forward empirical validation of product-related decrease in value perception as a consequence of both promotion types, namely the ‘promotional effect’. Nevertheless, our data provide no evidence for the ‘framing effect’ in neither attractiveness perception nor post-promotional WTP. This paper aims to bridge the gap on empirical research of key theoretical implications of promotional impact on consumer behavior and to benefit domestic and foreign marketing managers conducting business operations on the Turkish market.
For thousands of years cash has been the only common payment method worldwide. From the markets of Ancient Rome to the itinerant tradesman of the Middle ages cash was indispensable. It was safe, easily transportable, and durable. Today, cash is considered a phase-out model. Newer, faster, more practical and, above all, more secure payment methods have long been available. Banks and governments in particular would like to abandon cash, as it is much easier to monitor electronic payment transactions than cash transactions. This results in concerns for many citizens, as they, especially the older generation, are still very attached to cash and still have difficulty using alternative payment methods.
However, the rise of electronic payment methods is unstoppable, all experts agree. This matter of fact and its input is an interesting and relevant topic for consumer research. This thesis examines the purchasing behavior of consumers using electronic payment cards. The cards do not differ in their external appearance, the difference lies in the components of the card and ensures that there are two types of cards of different weight. Cards which have the normal weight of this type of card and cards which are slightly heavier than the normal (standard) cards. The reason for the different weight of the cards is that objects of different weights are perceived differently by people. It is generally believed that heavier items are more valuable than light ones, probably due to the heaviness of metals such as gold and silver, which we humans generally consider as very valuable. The aim of this work is to find out if the weight of the cards which are intended for everyday use has an impact on the buying behavior of the consumers. This will be investigated scientifically with an empirical data analysis.