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Enhancing appeal of aggregate payment framing: effects of temporal payment framing and goal proximity on consumer purchase decisions

Enhancing appeal of aggregate payment framing: effects of temporal payment framing and goal... The purpose of this paper is to examine how temporal payment framing (i.e. segregate vs aggregate framing) and goal proximity (i.e. proximal vs distal goals) influence consumer purchase decisions.Design/methodology/approachStudy 1 included four laboratory experiments and examined the moderating role of goal proximity in temporal payment framing. Study 2, using Facebook and a firm’s website for an online field experiment with a data set of 38,731 impressions, extended Study 1, enhancing the generalizability of the findings.FindingsConsumers exhibited a stronger purchase intention for segregate payment framing. This effect became less pronounced when goal proximity was coupled with temporal payment framing. If products or services emphasized a distal goal, individuals showed greater responses for aggregate payment framing rather than segregate payment framing. The effect was substantial, demonstrating a consistent behavioral pattern in individuals’ browsing choices, including browsing duration and the number of pages viewed.Research limitations/implicationsFuture studies ought to investigate if the alignment of goal proximity and temporal payment framing holds consistent across different product types, such as utilitarian versus hedonic products, or search goods versus experience goods.Practical implicationsMarketers can improve the effectiveness and efficiency of their marketing strategies by crafting persuasive messages where the monetary offer is in harmony with the goal proximity.Originality/valueTemporal payment framing literature has focused on payment framing; however, consumers make their decisions based on a combination of factors rather than solely on payment framing. This study identifies the moderating role of goal proximity. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png European Journal of Marketing Emerald Publishing

Enhancing appeal of aggregate payment framing: effects of temporal payment framing and goal proximity on consumer purchase decisions

Byun, Kate Jeonghee
European Journal of Marketing , Volume 58 (11): 19 – Dec 3, 2024
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References (43)

Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
0309-0566
eISSN
0309-0566
DOI
10.1108/ejm-08-2023-0633
Publisher site
See Article on Publisher Site

Abstract

The purpose of this paper is to examine how temporal payment framing (i.e. segregate vs aggregate framing) and goal proximity (i.e. proximal vs distal goals) influence consumer purchase decisions.Design/methodology/approachStudy 1 included four laboratory experiments and examined the moderating role of goal proximity in temporal payment framing. Study 2, using Facebook and a firm’s website for an online field experiment with a data set of 38,731 impressions, extended Study 1, enhancing the generalizability of the findings.FindingsConsumers exhibited a stronger purchase intention for segregate payment framing. This effect became less pronounced when goal proximity was coupled with temporal payment framing. If products or services emphasized a distal goal, individuals showed greater responses for aggregate payment framing rather than segregate payment framing. The effect was substantial, demonstrating a consistent behavioral pattern in individuals’ browsing choices, including browsing duration and the number of pages viewed.Research limitations/implicationsFuture studies ought to investigate if the alignment of goal proximity and temporal payment framing holds consistent across different product types, such as utilitarian versus hedonic products, or search goods versus experience goods.Practical implicationsMarketers can improve the effectiveness and efficiency of their marketing strategies by crafting persuasive messages where the monetary offer is in harmony with the goal proximity.Originality/valueTemporal payment framing literature has focused on payment framing; however, consumers make their decisions based on a combination of factors rather than solely on payment framing. This study identifies the moderating role of goal proximity.

Journal

European Journal of Marketing – Emerald Publishing

Published: Dec 3, 2024

Keywords: Temporal payment framing; Goal proximity; Field experiment; Decision-making

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