Abstract

Purpose The purpose of this paper is to examine how temporal payment framing (i.e. segregate vs aggregate framing) and goal proximity (i.e. proximal vs distal goals) influence consumer purchase decisions. Design/methodology/approach Study 1 included four laboratory experiments and examined the moderating role of goal proximity in temporal payment framing. Study 2, using Facebook and a firm’s website for an online field experiment with a data set of 38,731 impressions, extended Study 1, enhancing the generalizability of the findings. Findings Consumers exhibited a stronger purchase intention for segregate payment framing. This effect became less pronounced when goal proximity was coupled with temporal payment framing. If products or services emphasized a distal goal, individuals showed greater responses for aggregate payment framing rather than segregate payment framing. The effect was substantial, demonstrating a consistent behavioral pattern in individuals’ browsing choices, including browsing duration and the number of pages viewed. Research limitations/implications Future studies ought to investigate if the alignment of goal proximity and temporal payment framing holds consistent across different product types, such as utilitarian versus hedonic products, or search goods versus experience goods. Practical implications Marketers can improve the effectiveness and efficiency of their marketing strategies by crafting persuasive messages where the monetary offer is in harmony with the goal proximity. Originality/value Temporal payment framing literature has focused on payment framing; however, consumers make their decisions based on a combination of factors rather than solely on payment framing. This study identifies the moderating role of goal proximity.

Talk to us

Join us for a 30 min session where you can share your feedback and ask us any queries you have

Schedule a call

Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.