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2018 ; 12
(ä): 251
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The Temptation of Zero Price: Event-Related Potentials Evidence of How Price
Framing Influences the Purchase of Bundles
#MMPMID29731705
Ma H
; Mo Z
; Zhang H
; Wang C
; Fu H
Front Neurosci
2018[]; 12
(ä): 251
PMID29731705
show ga
Studies have revealed that consumers are susceptible to price framing effect, a
common cognitive bias, due to their limited capacity in processing information.
The effect of price framing in a bundling context and its neural correlates,
however, remain not clearly characterized. The present study applied the
event-related potentials (ERPs) approach to investigate the role of price framing
in information processing and purchase decision making in a bundling context.
Three price frames were created with practically identical total prices (with a
maximum difference of ¥0.1, which was about equal to 0.016 US dollars) for a
bundle with two components, a focal product and a tie-in product. In normal price
condition (NP), both the focal and tie-in products were offered at a normal
discounted price; in zero price condition (ZP), the tie-in product was offered
free while the total price of the bundle remained the same as NP; whereas in low
price condition (LP), the tie-in product was offered at a low token price (¥0.1),
and the focal product shared the same price as the focal product of ZP. The
behavioral results showed a higher purchase rate and a shorter reaction time for
ZP in contrast to NP. Neurophysiologically, enlarged LPP amplitude was elicited
by ZP relative to NP, suggesting that ZP triggered a stronger positive affect
that could motivate decision to buy. Thus, this study provides both behavioral
and neural evidence for how different price framing information is processed and
ultimately gives rise to price framing effect in purchase decision making.
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