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Zeitschrift für Betriebswirtschaft

, Volume 80, Issue 3, pp 285–327 | Cite as

Preis-Promotion-Framing – Ein Überblick zum Stand der Forschung

  • Thomas RudolphEmail author
  • Johannes C. Bauer
  • Winfried J. Steiner
State-of-the-Art

Zusammenfassung

Aufgrund einer starken Fragmentierung der wissenschaftlichen Literatur ist das Ziel des vorliegenden Artikels, einen Überblick zum State-of-the-Art der Forschung auf dem Gebiet Preis-Promotion-Framing zu geben. Hierzu strukturieren die Autoren empirische Studien der führenden Fachzeitschriften des Marketings und der Psychologie und fassen sie zu einem klar abgegrenzten Gesamtbild zusammen. Der Artikel diskutiert (1) die Kommunikation von expliziten Preissenkungen (Sonderpreisaktionen, Coupons, Rückerstattungen) mit Hilfe von externen Referenzpreisen und unterschiedlichen Framing-Varianten von Preisnachlässen (prozentuale versus absolute Preisnachlässe, präzise versus vage Formulierungen von Preisnachlässen), (2) die Ausgestaltung von Preis-Promotions als implizite Preissenkung (Sonderpackungen, Produktzugaben) und (3) unterstützende Kommunikationsmaßnahmen (z. B. Auszeichnung als „Sonderangebot“, Zeit- und Kaufmengenbegrenzungen), die mit Preis-Promotions einhergehen. Der Artikel erläutert die Zusammenhänge zwischen den drei genannten Forschungsfeldern und macht deutlich, dass Preis-Promotion-Framing einen wesentlichen Einfluss auf die Konsumentenwahrnehmung und -bewertung von Sonderangeboten ausüben kann. Auf Basis der analysierten Literatur liefert der Artikel Implikationen zur optimalen Ausgestaltung und Kommunikation von Preis-Promotions sowie einen Ausblick auf zukünftige Forschungsperspektiven.

Schlüsselwörter

Verkaufsförderung Preis-Promotions Referenzpreise Preis-Framing 

Price-promotion-framing—a state-of-the-art review

Abstract

This article reviews published literature and provides an overview on present empirical evidence about the framing of price promotions. Concerning explicit price reductions (discounts, coupons, rebates), the effects of advertised reference prices and different frames of price discounts (relative versus absolute price discount, objective versus tensile price claims) on consumers’ reactions are discussed. Furthermore, the article examines empirical results on implicit price reductions (volume packs, free extra products) as well as on sale signs and restrictions (e.g. purchase limits, time limits) as popular ways of framing a deal. The key findings point out that framing a price promotion in different ways can affect consumers’ perceptions and evaluations of the deal. Based on the reviewed literature, the concluding section provides managerial implications and an agenda for further research.

Keywords

Sales promotion Promotional framing Reference prices Price framing 

JEL Klassifikation

M31 

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Copyright information

© Gabler-Verlag 2010

Authors and Affiliations

  • Thomas Rudolph
    • 1
    Email author
  • Johannes C. Bauer
    • 1
  • Winfried J. Steiner
    • 2
  1. 1.Forschungszentrum für HandelsmanagementUniversität St.GallenSt.GallenSchweiz
  2. 2.Institut für WirtschaftswissenschaftTechnische Universität ClausthalClausthal-ZellerfeldDeutschland

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