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A Conceptual replication of the differential price framing effect in the field

Author

Listed:
  • Sören Köcher

    (Otto-Von-Guericke-University Magdeburg, Faculty of Economics and Management, Chair of Marketing)

  • Markus Husemann-Kopetzky

    (Freie Universität Berlin, School of Business and Economics, Marketing Department)

  • Marie Schirmbeck

    (DRIP Agency)

  • Melina Hess

    (DRIP Agency)

  • Fabian Gmeindl

    (DRIP Agency)

  • Samuel Hess

    (DRIP Agency)

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.

Suggested Citation

  • Sören Köcher & Markus Husemann-Kopetzky & Marie Schirmbeck & Melina Hess & Fabian Gmeindl & Samuel Hess, 2024. "A Conceptual replication of the differential price framing effect in the field," Marketing Letters, Springer, vol. 35(1), pages 159-170, March.
    • Handle: RePEc:kap:mktlet:v:35:y:2024:i:1:d:10.1007_s11002-023-09690-7
    DOI: 10.1007/s11002-023-09690-7
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    References listed on IDEAS

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