Lies, Damned Lies and Statistics: Risk Reduction Framing and the Power of Prominent Brands

Robert Madrigal, University of Oregon, USA
Catherine Armstrong Soule, University of Oregon, USA
Leslie Koppenhafer, University of Oregon, USA
Direct-to-consumer advertising for products designed to reduce risk relies on consumers’ ability to understand statistical information. Yet, our results suggest that consumers instead rely on heuristic processing when forming judgments. Relative (vs. absolute) framing is preferred, but this effect is obviated in the presence of a prominent brand.
[ to cite ]:
Robert Madrigal, Catherine Armstrong Soule, and Leslie Koppenhafer (2012) ,"Lies, Damned Lies and Statistics: Risk Reduction Framing and the Power of Prominent Brands", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 1003-1004.