Promotional frames and consumer decision making: It’s what you offer and how you offer it

Margaret H. Rucker1, Shih-Lei Du1
1University of California, United States
Cite this article:  Rucker, M., & Du, S. (2007). Promotional frames and consumer decision making: It’s what you offer and how you offer it. Social Behavior and Personality: An international journal, 35, 861-862.

Volume 35 Issue 7 | e1619 | Published: August 2007 | DOI: https://doi.org/10.2224/sbp.2007.35.7.861

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Consumer research suggests product purchases are influenced by whether a product is seen as hedonic or utilitarian and whether the consumer is given several choices or just one. For example, Okada (2005) found people prefer hedonic alternatives when choices are presented singly, but choose utilitarian options in joint presentations. She theorized that this preference reversal is due to guilt over hedonic purchases.
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