Which one looks better? Effect of numeric frames on comparative information

Sejeong Yun1
1Korea University Business School, Republic of Korea
Cite this article:  Yun, S. (2018). Which one looks better? Effect of numeric frames on comparative information. Social Behavior and Personality: An international journal, 46(11), 1771-1786.

Volume 46 Issue 11 | e7308 | Published: November 2018 | DOI: https://doi.org/10.2224/sbp.7308

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The presentation of quantitative information in different units or frames often leads to bias in consumers’ judgments and decisions. In 4 empirical studies, I compared percentage and multiplication numeric frames that may induce differences in consumer perceptions of comparative information. The results demonstrated that, compared to the multiplication frame, the percentage frame induced higher product efficacy perception of consumers and their purchase decisions, namely, purchase intention and willingness to pay. Therefore, this suggests that the percentage frame (vs. multiplication frame) is more effective in presenting comparative information. Theoretical and practical implications for consumer behavior are discussed.

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