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ISSN : 1229-8778
Past researches focused the effects of tensile price claims(ex, Maximum discounting, Range discounting, Minimum discounting). This research not only to show effects of tensile price claims in gain frame and loss frame but also to show effect of self trading status as moderating factor. Through the comparison of presentation as an average and range in commission rate of online-stock company, study 1 provided presentation as range has more negative than average rate on product evaluation and joint intention. Study 2 provided the opposite effect of study 1, participants of VIP status having many purchase experience with online-stock company showed more positive product evaluation if presentation as range.
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