Anytime versus Only: Mind-Sets Moderate the Effect of Expansive versus Restrictive Frames on Promotion Evaluation

Abstract

Three studies demonstrate that the framing of redemption windows as expansive or restrictive, with the actual length of the window held constant, influences consumers' evaluations of sales promotions. When feasibility concerns are highlighted (i.e., an implemental mind-set), consumers prefer the expansive (“anytime”) to the restrictive (“only”) frame. However, consumers in a deliberative mind-set prefer the restrictive (only) frame to the expansive (anytime) frame. Study 1 reveals that whereas the former consumers attend more to their ability to redeem the offer, the latter are influenced more by the precision of the offer. Study 2 highlights the mediating role of these inferences on consumers' likelihood of taking advantage of the offer. Study 3 demonstrates the impact of these frames on real-world coupon redemption. The authors conclude with a discussion of the scope of this framing effect, the implications of the findings, and directions for further research.