Consumer Behavior

How to Frame Cost Information? Testing the Mediating Role of Perceived Gains and Losses

Authors: Sojin Jung (Kyung Hee University) , Hyeon Jeong Cho (Southeast Missouri State University) , Byoungho Ellie Jin (North Carolina State University)

Abstract

Built on the prospect theory, this study posited that consumers’ perceived gains and losses will vary according to the ways companies frame their cost information,and the mediating roles of perceived gains and losses in the relationship between cost information and price fairness, which in turn will increase buying intentions toward the brand.

Keywords:

How to Cite: Jung, S. , Cho, H. & Jin, B. E. (2019) “How to Frame Cost Information? Testing the Mediating Role of Perceived Gains and Losses”, International Textile and Apparel Association Annual Conference Proceedings. 76(1). doi: https://doi.org/10.31274/itaa.9464