Unexpected-Framing Effect: Impact of Framing a Product Benefit as Unexpected on Product Desire
Abstract
Product tests are a common feature before any product launch. During product tests, marketers might discover that the product can deliver additional unintended benefits to the users. Should marketers communicate such unexpectedly found benefits to their potential customers as an unexpectedly discovered benefit or as an intended benefit? Across six experiments, including a field experiment, the current research shows that framing a product...
Paper Details
Title
Unexpected-Framing Effect: Impact of Framing a Product Benefit as Unexpected on Product Desire
Published Date
Mar 18, 2019
Journal
Volume
46
Issue
2
Pages
223 - 245
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Notes
History