Gain or loss? The congruence effect of message framing and mindset on consumers’ willingness to pay a premium for pro-environmental hotels

AbstractBased on prospect and mindset theories, this study explores the joint effects of gain (vs. loss) message framing and fixed (vs. growth) mindset on the “willingness of consumers to pay a premium” (WTPP) for pro-environmental hotels. The findings of three studies indicate a congruence effect between message framing and mindset. Specifically, there is an increased likelihood that consumers with a “fixed” mindset will pay more when they are presented with loss-framing advertisements, whereas customers with a “growth” mindset are more convinced by gain-framing advertisements. These effects are mediated by guilt and moral obligation. This study enriches the research associated with pro-environmental hotels and advertisement marketing by proving that the persuasiveness of pro-environmental hotel advertisements depends on the joint effects of message framing and mindset. Practically, pro-environmental hotel managers could utilize these findings to target consumers with specific mindsets and deliver a matching advertising message to maximize marketing impact.Keywords: Message framingmindsetguiltmoral obligationwillingness to pay a premium Disclosure statementNo potential conflict of interest was reported by the authors.Additional informationNotes on contributorsQianqian SuQianqian Su is a PhD candidate from School of Tourism, Hainan University. Her research interests include food tourism, tourist behavior and tourism marketingFangxuan (Sam) LiFangxuan (Sam) Li is a professor from School of Tourism, Hainan University. His research interests include tourist behavior, tourism marketing and travel experience.