The Role of Set Completion in the Offer Framing Effect and Preference For Variety

Michael O'Donnell, University of California Berkeley, USA
Clayton Critcher, University of California Berkeley, USA
Leif Nelson, University of California Berkeley, USA
The offer framing effect holds that consumers prefer more varied outcomes when making multiple single decisions rather than a single bundled decision. Across six studies, the offer framing effect is shown as a manipulation of the salience of complete sets and set completion is a determinant in preference for variety.
[ to cite ]:
Michael O'Donnell, Clayton Critcher, and Leif Nelson (2015) ,"The Role of Set Completion in the Offer Framing Effect and Preference For Variety", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 652-653.