Consumer responses to savings message framing

Bi Yang and Anna S. Mattila

Annals of Tourism Research, 2020, vol. 84, issue C

Abstract: Despite the prevalent use of savings messages (e.g., “get $x off” and “save $x”), no previous tourism and hospitality research has examined their effect on consumer responses. To fill that void, this study investigates the joint effect of savings message type (gain-framed vs. nonloss-framed) and weather conditions (sunny vs. rainy) on consumer attitude. The results show that individuals in rainy weather respond more favorably to a gain-framed (vs. nonloss-framed) message, and this effect is attenuated among people in sunny weather. Furthermore, this study reveals a boundary condition. When the amount of savings is presented in percentage terms (e.g., “get x% off” and “save x%”), the superiority of a gain frame disappears. Theoretical and managerial implications are discussed.

Keywords: Savings messages; Weather; Mood; Framing effect (search for similar items in EconPapers)
Date: 2020
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Citations: View citations in EconPapers (8)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:anture:v:84:y:2020:i:c:s0160738320301420

DOI: 10.1016/j.annals.2020.102998

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