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  • In this research, we find that the relative effectiveness of framing a shipping promotion as “no shipping fees” versus “free shipping” may depend on temporal proximity of the promotional offer. Our findings suggest that when the promotion is on offer in immediate future, framing it as no shipping fees is relatively more effective. In contrast, when the promotion is on offer in relatively distant future, framing is as free shipping is relatively more effective. Our findings also suggest that these differences in the relative effectiveness of the two framing types may be subject to the degree of elaboration. The differences may manifest when consumers process promotional information cursorily but may dissipate when consumers elaborate more. When primed to process information cursorily, participants in our studies (Studies 1 and 2) reported higher offer evaluations and purchase intentions when (i) an ongoing promotion was framed as no shipping fees or (ii) a promotion available in the future was framed as free shipping. These effects dissipated when either the participants were primed to elaborate more (Study 3) or when the temporal aspect was eliminated (Study 4).

  • Conditional promotions are designed to entice consumers to increase their basket sizes to meet a preset promotional threshold. In this research, we examine consumers' basket sizes, promotional thresholds, incentive framing and seemingly irrelevant cues in shopping environment as the factors that may jointly influence the effectiveness of a conditional promotion in inducing shoppers to increase their basket sizes. Our findings from five studies demonstrate that (i) the difference between basket sizes and promotional thresholds or seemingly irrelevant cues in shopping environment may induce an experience of psychological distance, (ii) the experience of psychological distance may interact with incentive framing to influence consumers' search likelihood in response to a conditional promotion such that psychological proximity (remoteness) leads to higher search likelihood in response to negatively (positively) framed incentives. We found that this effect is consistent across studies with different values of basket sizes and promotional thresholds and across behavioral and self‐reported measures representing search likelihood. (PsycInfo Database Record (c) 2025 APA, all rights reserved)

Last update from database: 3/13/26, 4:15 PM (UTC)

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