haku: @author Smith, G. / yhteensä: 46
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| Tekijä: | Smith, G. |
| Otsikko: | Prior knowledge and the effect of suggested frames of reference in advertising |
| Lehti: | Psychology and Marketing
1997 : MAR, VOL. 14:2, p. 121-144 |
| Asiasana: | PSYCHOLOGY MARKETING ADVERTISING |
| Kieli: | eng |
| Tiivistelmä: | This research builds on framing and anchoring and adjustment research and proposes suggested frames of reference as a means to influence buyer behavior. Theory and hypotheses are tested in an experiment of video camera purchases. The empirical results suggest that response to suggested frames of reference varies, depending on the buyer's prior category knowledge. Low-knowledge buyers are influenced by price frames. High-knowledge buyers are influenced by outcome frames. |
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