The Sleeper Framing Effect: the Influence of Frame Valence on Immediate and Retrospective Experiential Judgments

Mathew S. Isaac, Seattle University, USA
Morgan Poor, University of San Diego, USA
This research documents a novel framing effect whereby valenced frames exert little influence on product judgments made during consumption, but substantially impact retrospective judgments. We attribute this sleeper framing effect to differences in how experiential information (e.g., taste, smoothness) and frame information are integrated during the construction of judgments.
[ to cite ]:
Mathew S. Isaac and Morgan Poor (2012) ,"The Sleeper Framing Effect: the Influence of Frame Valence on Immediate and Retrospective Experiential Judgments", in NA - Advances in Consumer Research Volume 40, eds. Zeynep G├╝rhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 1023-1024.