Unexpected-Framing Effect: Impact of Framing a Product Benefit as Unexpected on Product Desire

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 discove...

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Veröffentlicht in:	The Journal of consumer research 2019-08, Vol.46 (2), p.223-245
Hauptverfasser:	WADHWA, MONICA, KIM, JEEHYE CHRISTINE, CHATTOPADHYAY, AMITAVA, WANG, WENBO
Format:	Artikel
Sprache:	eng
Online-Zugang:	Volltext
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