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Reason: Under embargo until 9 October 2024. After this date a copy can be supplied under Section 51(2) of the Australian Copyright Act 1968 by submitting a document delivery request through your library

Progress framing in buy-N-get-one-free loyalty cards: Money spent vs. products bought

thesis
posted on 2023-10-09, 01:19 authored by YUMING TANG
This thesis explores how goal progress framing impacts consumer motivation to use the buy-N-get-one-free loyalty cards. Specifically, it examines two progress framings: "product units purchased" versus "money spent." It proposes a faster growth in motivation with the money framing due to different valuation processes and perceptions of loss versus gain. Five studies were conducted, and results regarding progress framing's moderating effect were inconclusive. Although the studies don't consistently confirm the moderating role of progress framing, they illuminate a complex relationship between progress framing, goal progress, and consumer motivation, with further research required to clarify underlying mechanisms.

History

Campus location

Australia

Principal supervisor

Luke Greenacre

Additional supervisor 1

Harmen Oppewal

Additional supervisor 2

Eugene Chan

Year of Award

2023

Department, School or Centre

Marketing

Course

Doctor of Philosophy

Degree Type

DOCTORATE

Faculty

Faculty of Business and Economics

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    Faculty of Business and Economics Theses

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