In the market place, when service providers advertise or promote their services, emphasis is often on the duration of services. Consumers then have to evaluate services based on the duration of the services. The present study examined whether the-longer-the-better effect is contingent upon judgmental framing. Regarding a service in which participants evaluated the duration in relation to price, they judged the price more favorably when the duration was longer than when it was shorter. On the other hand, for a service in which participants evaluated efficiency in relation to price, price was judged more favorably when the duration of a service was of a shorter duration than a longer duration. The findings of a field study replicated those of the experimental study and expanded external validity for consumers' contingent use of the duration heuristic. The results provide insights into promotion though framing service duration.
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