The role of ratio differences in the framing of numerical information |
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Authors: | Jessica YY Kwong Kin Fai Ellick Wong |
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Institution: | aDepartment of Marketing, The Chinese University of Hong Kong, Shatin, Hong Kong SAR;bDepartment of Management of Organizations, Hong Kong University of Science and Technology, Hong Kong SAR |
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Abstract: | It is well documented that presentation of qualitatively equivalent information in different frames has considerable impacts on consumer preferences and evaluations. In this research, we demonstrate a type of framing effects that targets numerical information of an attribute.In three experiments, we find that the perceived differences between two options loom larger when equivalent attribute information is expressed in a large ratio frame than when it is expressed in a small ratio frame. Moreover, preferences shift toward an option when its superior attribute is presented in a large rather than a small ratio condition. We also show that this framing effect goes beyond the effects of loss aversion and those of numerical anchoring. |
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Keywords: | Attribute perceptions Ratio differences Framing Preference reversal |
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