Stats 2 wk1 - Assignment Example

4. H4: Framing of coupon savings message interacts with consumer’s choice of brands. More well-known brands are chosen with a prevention focus framing while less known brands are chosen when coupons are framed as promotions. 5. H5: Expiration date restriction interacts with consumers’ choice of brands. Familiar brands are chose if expiration date is immediate while less known brands are chosen with a longer expiration timeframe. In the first laboratory experiment 116 undergraduate students of age 18-25 participated.

A 2 x 2 x 2 mixed-factorial design was considered with two levels of regulatory focus, two levels of message frame and two levels of brand familiarity. Eight product categories were selected, each with two levels of brands. As expected, type of brand showed significance. Significant interaction was found between regulatory focus and message frame indicating support of H1. Significant interaction was also observed between regulatory focus and brand choice, supporting H3. Significant interaction was also found between message frame and brand preference, indicating support of H4.

In the second laboratory experiment 95 undergraduate students participated. They were classifies according to their self-concepts as consumers. Again a 2 x 2 x 2 mixed factorial design was used and attitude towards advertisement was measured. It was observed that regulatory focus had an effect on overall shopping behavior. When shoppers were focused on their ideals, longer time horizon led to higher purchase of un-promoted brands (H2). The third experiment was performed in a grocery shop with 212 participants who were handed out a discount coupon each.

The framing on the coupon was either gain oriented or no-loss oriented and the expiration date was either immediate or with a longer horizon. Interaction between regulatory message and coupon saving message was observed. Significant interaction was also observed between