Title: Is 1 + 1 bigger than 2? The influence of picture physical position on segregation and aggregation deal framing effect

Authors: Danping Wang; Guijun Zhuang; Yinghao Li; Ruiyan Wang

Addresses: School of Business Administration (MBA), Zhejiang Gongshang University, Hangzhou, China ' The Key Lab of the Ministry of Education for Process Control and Efficiency Engineering, Xi'an Jiaotong University, Xi'an, China ' School of Business Administration (MBA), Zhejiang Gongshang University, Hangzhou, 310018, China ' School of Business Administration (MBA), Zhejiang Gongshang University, Hangzhou, 310018, China

Abstract: The present study explores the interaction effect of product picture physical position, segregation and aggregation deal framing on advertising persuasiveness, and identifies the boundary condition of this interaction effect. It recruits real consumers from Taobao, which is the world-leading B2C website; uses advertising click rate (S1, 2), consumers' perceived saving as dependent (S3); then analyses the data using logistic regression analysis, chi-square test and ANCOVA. It reveals that when product pictures align vertically, the advertisement using segregation deal framing is more persuasive than the advertisement using aggregation deal framing; vice verse for advertisement in which the product pictures align horizontally. However, the interaction effect eliminates when the discount is not attractive and is reversed when the components in bundle is promoted in different discount levels.

Keywords: segregation and aggregation deal framing; physical position; advertising persuasiveness; promotion depth.

DOI: 10.1504/IJCULTM.2023.134449

International Journal of Cultural Management, 2023 Vol.1 No.3, pp.205 - 231

Received: 26 May 2023
Accepted: 16 Jun 2023
Published online: 23 Oct 2023 *

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