Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/309913 
Year of Publication: 
2023
Citation: 
[Journal:] Marketing Letters [ISSN:] 1573-059X [Volume:] 35 [Issue:] 1 [Publisher:] Springer US [Place:] New York, NY [Year:] 2023 [Pages:] 159-170
Publisher: 
Springer US, New York, NY
Abstract: 
Across a series of 10 laboratory and online studies, Allard, Hardisty, and Griffin (2019) demonstrated an increased preference for premium, higher-priced products over standard products when consumers were presented with the additional cost of the higher-priced option (i.e., differential price framing; e.g., "for $20 more") rather than with its total price (i.e., inclusive price framing; e.g., "for $60 total"); a phenomenon referred to as the differential price framing effect. In this paper, we conceptually replicate this effect in a field experiment that focuses on the application of a differential price framing strategy to a specific product format; namely, multipacks of identical products. Consistent with the differential price framing effect, the present study shows—based on 45,626 add-to-cart events and 30,426 completed product purchases on an online retailer's website—that the choice shares of higher-priced options increase when a differential price framing strategy is used. However, compared to non-consequential add-to-cart activities, this bias is considerably less pronounced in actual purchase patterns.
Subjects: 
Differential Price Framing
Conceptual Replication
Partitioned Pricing
Consumer Choice
Field Experiment
Persistent Identifier of the first edition: 
Creative Commons License: 
cc-by Logo
Document Type: 
Article
Document Version: 
Published Version

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