The Influence of Framing on Willingness to Pay As an Explanation of the Uncertainty Effect

In a series of 9 studies, we show that framing a risky prospect as a “lottery ticket” as opposed to an “uncertain gift certificate” substantially reduces WTP. We test a variety of explanations and demonstrate that lottery frames evoke lower reference prices, but people value both prospects the same.



Citation:

Yang Yang, Joachim Vosgerau, and George Loewenstein (2013) ,"The Influence of Framing on Willingness to Pay As an Explanation of the Uncertainty Effect", in E - European Advances in Consumer Research Volume 10, eds. Gert Cornelissen, Elena Reutskaja, and Ana Valenzuela, Duluth, MN : Association for Consumer Research, Pages: 44-46.

Authors

Yang Yang, Carnegie Mellon University, USA
Joachim Vosgerau, Carnegie Mellon University, USA
George Loewenstein, Carnegie Mellon University, USA



Volume

E - European Advances in Consumer Research Volume 10 | 2013



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