What Type Of Framing Message Is More Appropriate With Nine-Ending Pricing?

Jungsil Choi; Kiljae Lee; Yong-Yeon Ji

doi:10.1007/s11002-012-9164-7

What Type Of Framing Message Is More Appropriate With Nine-Ending Pricing?

Jungsil Choi, Kiljae Lee, Yong-Yeon Ji

Research output: Contribution to journal › Article › peer-review

Abstract

While the effect of nine-ending prices on purchases has been well documented, studies that examine the impact of this pricing technique in the context of advertisements are rare. This paper examines the joint effect of the pricing technique and message frames on the advertisement efficacy. Since a nine-ending price is compatible with gain-framed messages due to its gain image, we propose that nine-ending pricing strengthens the effectiveness of gain-framed messages (versus loss-framed messages) on the overall advertisement efficacy. The results of two experiments provide support for this hypothesis.

Original language	American English
Journal	Marketing Letters
Volume	23
DOIs	https://doi.org/10.1007/s11002-012-9164-7
State	Published - Jan 27 2012

Keywords

advertisement; pricing; message framing; marketing

Disciplines

Advertising and Promotion Management
Marketing

Access to Document

10.1007/s11002-012-9164-7License: CC BY

What Type Of Framing Message Is More Appropriate With Nine-EndingFinal published version, 1.43 MBLicense: CC BY

Cite this

@article{d0f5ba84cd1e4dc299f5c6ae536e5438,

title = "What Type Of Framing Message Is More Appropriate With Nine-Ending Pricing?",

abstract = " While the effect of nine-ending prices on purchases has been well documented, studies that examine the impact of this pricing technique in the context of advertisements are rare. This paper examines the joint effect of the pricing technique and message frames on the advertisement efficacy. Since a nine-ending price is compatible with gain-framed messages due to its gain image, we propose that nine-ending pricing strengthens the effectiveness of gain-framed messages (versus loss-framed messages) on the overall advertisement efficacy. The results of two experiments provide support for this hypothesis.",

keywords = "advertisement; pricing; message framing; marketing",

author = "Jungsil Choi and Kiljae Lee and Yong-Yeon Ji",

note = "Choi, J., Lee, K., Ji, Y. (2012). What type of framing message is more appropriate with nine-ending pricing? Marketing Letters, 23(3), 603-314. doi:10.1007/s11002-012-9164-7",

year = "2012",

month = jan,

day = "27",

doi = "10.1007/s11002-012-9164-7",

language = "American English",