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Upselling or Upsetting? : The Interactive Effect of Cognitive Effort and Message Frame on Customer’s Willingness to Accept an Upsell Offer

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abstract Upselling is a widely utilized sales tool especially in service industries like car rentals,
hotels, and travel businesses. The purpose of this paper is to provide a conceptual
clarification of the customer’s decision process underlying an upsell choice as well as to give an an answer to the question of when and why consumers decide in favor or against an upsell offer. Drawing on the effort-accuracy framework and framing literature, we show that upsell arguments highlighting loss aspects moderate the relationship between effortful initial decisions and the probability of choosing the upsell.
   
type conference paper (English)
   
keywords Upselling, Service Encounter, Cognitive Effort, Goal Framing
   
name of conference 41st Annual Conference EMAC European Marketing Academy (Lisbon)
date of conference 25-5-2012
title of proceedings Proceedings of the 40th EMAC Conference
page(s) 1
volume / edition 1. Auflage
publisher The European Marketing Academy (Brüsseö)
ISBN 978-989-732-004-0
review not reviewed
   
citation Heidig, W., Wentzel, D., & Tomczak, T. (2012). Upselling or Upsetting?: The Interactive Effect of Cognitive Effort and Message Frame on Customer’s Willingness to Accept an Upsell Offer. In Proceedings of the 40th EMAC Conference, 1. Auflage, pp.1. Brüsseö: The European Marketing Academy. - ISBN 978-989-732-004-0.