Choosing What I Want versus Rejecting What I Do Not Want: An Application of Decision Framing to Product Option Choice Decisions

• DOI: 10.1509/jmkr.37.2.187.18731
• Publication Date: 2003-11-13T12:44:59Z
• Authors: C. Whan Park; Sung Youl Jun; Deborah J. Macinnis
• Keywords: Framing (construction); Subtractive color; Framing effect; Decision maker

The authors examine the effects of using a subtractive versus an additive option-framing method on consumers' option choice decisions in three studies. former presents consumers with fully loaded product and asks them to delete options they do not want. latter base model add Combined, studies support managerial attractiveness method. Consumers tend choose more higher total price when use framing. This effect holds across different levels (Study 1) categories varying 2). Moreover, this is magnified subjects are asked anticipate regret from their However, framing has purchase likelihood category itself, depending subject's initial interest buying within category. Although offers strong advantages managers commitment high, it appears demotivate low 3). In addition, reveal several other findings about standpoint managers. These findings, turn, offer interesting public policy future research implications.