$100 a Month or $1,200 a Year? Regulatory Focus and the Evaluation of Temporally Framed Attributes

The costs and benefits of various products, such as insurance and subscription services, are recurring. Marketers can choose to frame these attributes either as a series of periodic occurrences (e.g., “10 per month”) or aggregate them over a longer period (“20 per year”). Five studies show that the effectiveness of such temporal framing depends on consumers’ salient regulatory goals. Compared with prevention‐focused consumers,...