Framing Effects in Stock Market Forecasts: The Difference Between Asking for Prices and Asking for Returns

Studies analyzing return expectations of financial market participantslike fund managers, CFOs or individual investors are highlyinfluential in academia and practice. We argue and show thatthe results in these surveys above are easily influenced bythe elicitation mode of return expectations. Surveys that askfor future stock price levels are more likely to produce meanreverting expectations than surveys that directly ask for futurereturns. Furthermore, we conduct a questionnaire study thatexplicitly analyzes whether the specific elicitation mode affectsreturn expectations in the above direction. In our study, subjectswere asked to state mean forecasts for seven time series. Usinga between subject design, one half of the subjects was askedto state future price levels, the other group was directly askedfor returns. We observe a highly significant framing effect.For upward sloping time series, the return forecasts statedby investors in the return forecast mode are significantly higherthan those derived for investors in the price forecast mode.For downward sloping time series, the return forecasts givenby investors in the return forecast mode are significantly lowerthan those derived for investors in the price forecast mode.We argue that this finding is consistent with behavioral theoriesof investor expectation formation based on the representativenessheuristic.