The Effects of Bundle Price Discount Framing and Message Framing on Consumers' Evaluation of Bundle Component

번들가격할인 프레이밍과 메시지 프레이밍이 소비자의 번들구성제품에 대한 평가에 미치는 영향

This study investigate the interaction effects of bundle price discount framing and message framing on consumer's attitude of bundle component. Although each effect of bundle price discount framing and message framing has been explored individually, few attempts have been made to invest them jointly. This study tests the interaction effects of bundle price discount framing and message framing on consumer's evaluation of bundle component. Moreover, this research focuses on consumer's evaluation of individual bundle component while the existing research on bundling primarily focused on consumer's evaluation of the bundle. Prior research suggests that consumers are sensitive to the framing of prices and discounts in the presentation of the bundle offer. For example, there is considerable evidence that partitioning or consolidating the prices of a bundle can influence the attractiveness of the bundle offer. Similarly, there is evidence that an equivalent price reduction to the overall bundle, one of the individual products in the bundle, or distributed among the individual products in the bundle can alter the perceived attractiveness of the offer (e.g. Chakravarti, Krish, Paul, and Srivastava 2002; Hamilton and Srivastava 2008; Janiszewski and Cunha 2004; Johnson, Herrmann and Bauer 1999; ; Morwitz, Greenleaf, and Johnson 1998; Yadav 1994; 1995). In line with these earlier research, this research suggests that the bundle type can influence the consumer's evaluation of bundle component. There are two types of bundle - mixed-leader bundle and mixed-joint bundle. In mixed-leader bundling, the price of one of the two products is discounted when the other product is purchased at the regular price. In mixed-joint bundling, a single price is set when the two product are purchased jointly. This study supposes that the teeth whitening product is the leader product in a mixed-leader bundle. So bundle price discount framing is manipulated such as "Buy the teeth whitening product (regular price \80,000) and get 50% discount on the functional toothpaste(regular price \40,000), special set price \100,000" or "Buy the functional toothpaste and the teeth whitening product as a set and get discount for the set, special set price \60,000". Message framing is manipulated through the product claims described in an advertising bill. The positive framing presents that "Over 95% of users achieved the expected 2-3 shades of improvement in two weeks" where as the negative framing presents "less than 5% of users did not achieve the expected 2-3 shades of improvement in two weeks". This study uses hypothetical brand name of the teeth whitening product and the functional toothpaste This study is based on a 2x2 factorial design with bundle discount framing (mixed-leader bundle vs. mixed-joint bundle) and massage framing (positive vs. negative). The dependant variables are consumer's perceived quality and attitude of the teeth whitening product The data reveals that two dependant variables are correlated, so the data is analyzed with two-way MANOVA. This research explores the significant interaction effect of bundle discount framing and message framing on consumer's perceived quality and attitude of the teeth whitening product. When the message framing is positive, consumer's perceived quality and attitude of the teeth whitening product is higher in mixed-leader bundle than mixed-joint bundle condition. However, when the message framing is negative, consumer's evaluation is higher in mixed-joint bundle than mixed-leader bundle. The author explains this result by stating that consumers are less likely to use heuristics such as price-quality association and value discounting hypothesis(Raghubir 2004) in the negative message framing condition. Additionally, consumer's perceived risk of the teeth whitening product in the negative message framing condition can be more reduced by the bundle partner(e.g. the toothpaste) in mixed-joint bundle than mixed-leader bundle. Based on the results, marketing managers are advised to use different bundle type based on message framing of their product.

가격번들링(price bundling)의 형태에는 '믹스드리더번들(mixed-leader bundle)'과 '믹스드조인트번들(mixed-joint bundle)'이 있는데 전자는 패키지 구성요소 중 하나는 정상가에 판매하고 다른 하나는 할인된 가격에 판매하는 것(예를 들면, 치아미백제를 구매하면 치약 할인)이고, 후자는 패키지의 가격을 통합하여 하나의 할인된 가격(예를 들면, 치아미백제와 치약을 함께 구매하면 총금액 할인)으로 제시하는 것이다. 메시지 프레이밍이란 동일한 광고 메시지를 어떻게 표현하느냐 하는 것인데, 제품을 사용할 경우 얻게 될 혜택 또는 긍정적인 제품 속성을 강조하는 긍정적 프레이밍과 대안을 채택하지 않을 경우 입게 되는 손실 또는 부정적인 제품속성을 강조하는 부정적 프레이밍이 있다. 본 연구는 치아미백제의 메시지 프레이밍을 '95%가 미백효과를 보았다(긍정적 프레이밍)'와 '5% 미만이 미백효과를 보지 못했다(부정적 프레이밍)'로 제시하였다. 본 연구는 개별제품에 대한 소비자의 지각된 품질수준과 태도에 대한 번들가격할인 프레이밍과 메시지 프레이밍의 상호작용효과를 탐구하였다. 연구결과 메시지 프레이밍의 주효과와 상호작용효과가 유의하게 나타났다. 긍정적 메시지프레이밍 조건에서는 믹스드조인트번들보다 믹스드리더번들에서 치아미백제에 대한 지각된 품질 및 태도가 높았으나, 부정적 메시지 프레이밍 조건에서는 믹스드리더번들보다 믹스드조인트번들에서 더 높았다. 본 연구는 번들 내 개별제품에 대한 번들가격할인 프레이밍과 메시지 프레이밍의 상호작용효과를 발견했다는 점에서 연구의 의의가 있으며, 메시지 프레이밍의 형태에 따라 번들가격 제시방법을 달리해야함을 제안하고 있다.