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Thilo Pfrang
Former Member
Title
Dr.
Last Name
Pfrang
First name
Thilo
Phone
+41 71 224 7184
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Item type:Publication, Inspirational communication - The mediating role of customer inspiration in attribute framingRetailers differ in the way they communicate attributes of their products. Whereas some retailers choose to present only technical specifications, others try to communicate the benefits of each attribute. We explore the mechanism by which positive (vs. neutral) attribute framing influences shoppers' perceived price fairness and their preference for premium products. Customer inspiration is introduced as a new construct which comprises the realization and processing of a new idea or insight and is proposed to mediate these effects. Our findings support the mediating role of customer inspiration. We further present evidence that involvement moderates the effect of positive attribute framing on customer inspiration. Implications for shoppers and retailers are discussed.Type:conference paper