Effects of pricing and promotion on consumer perceptions: it depends on how you frame it

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Hotel revenue management and the Internet: the effect of price presentation strategies on customers' willingness to book. (2009, background): “, Darke and Chung, 2005; Grewal and Lindsey-Mullikin, 2006; Grewal and Marmorstein, 1994). Previous research suggests that price bundling as a framing strategy is particularly salient in the context of services (Guiltnan, 1987). In their investigation of the effect of bundling price-related informat”
The moderating role of price consciousness on the effectiveness of price discounts and premium promotions (2009, background): “), the perception of product quality ( Darke and Chung, 2005”
Embedded Premium Promotion: Why It Works and How to Make It More Effective (2007, background): “Because a given consumer may apply a price-quality heuristic when evaluating products, a brand manager exercises caution when engaging in extensive price promotion for fear of damaging brand equity ( Darke and Chung 2005 ).”