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