An Empirical Analysis of the Framing Effect on Sales Incentives: A Comparison of the Expressions of Free Bonus and Discount

This study compared the effectiveness of both expressions, “discount” versus “free bonus,” in the settings of self-service cafes and student cafeterias through a questionnaire survey. Data collected from 325 subjects showed that the purchase intention was statistically significantly higher when a discount was expressed as “two for 300 yen.”