Anytime Versus Only : Mindsets Moderate the Effect of Expansive Versus Restrictive Frames on Promotion Evaluation

Three studies demonstrate that the framing of redemption windows as expansive or restrictive, while keeping the actual length of the window constant, influences consumers' evaluations of sales promotions. When feasibility concerns are highlighted (e.g., in an implemental mindset), consumers prefer the expansive quot;anytimequot; (vs. the restrictive quot;onlyquot;) frame. However, consumers in a deliberative mindset prefer the restrictive quot;onlyquot; (vs. the expansive quot;anytimequot;) frame. Study 1 reveals that while the former 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 availing 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 future research