How Consumers Are Affected By the Framing of Numerical Information

Jessica Y. Y. Kwong, The Chinese University of Hong Kong, Hong Kong SAR
Kin Fai Ellick Wong, Hong Kong University of Science and Technology, Hong Kong SAR
Consumers’ perceptions of attribute levels are context dependent. Consumers perceive greater differences on an attribute dimension when equivalent attribute information is expressed in formats associated with different numerical ratios. Moreover, preferences shift toward an option when its superior attribute is presented in a large rather than a small ratio condition.
[ to cite ]:
Jessica Y. Y. Kwong and Kin Fai Ellick Wong (2007) ,"How Consumers Are Affected By the Framing of Numerical Information", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 385-388.