Two Types of Negativity Biases in Comparative Evaluations

We examine the effect of attribute framing on product comparisons and find that perceived difference between products changes with framing. We first identify two types of attribute frames (valence and complementary framing), which lead to two different negativity biases: negativity potency and negativity dominance. In line with our theorizing, our experiments show that, in ‘valence framing’, evaluations of two products differ more when attribute is negatively (vs. positively) framed. For ‘complementary framing’, however, we observe the opposite: perceived difference is larger in positive (vs. negative) frame. Our results also indicate that negative information actually goes through two diverse evaluation processes.


Selin Erguncu and Serdar Sayman (2014) ,"Two Types of Negativity Biases in Comparative Evaluations", in NA - Advances in Consumer Research Volume 42, eds. June Cotte, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 783-783.


Selin Erguncu, Koc University
Serdar Sayman, Koc University


NA - Advances in Consumer Research Volume 42 | 2014

Share Proceeding

Featured papers

See More


K8. Framing Matters. How Comparisons to Ideal and Anti-Ideal Reference Points Affect Brand Evaluations.

Magdalena Zyta Jablonska, SWPS University of Social Sciences and Humanities
Andrzej Falkowski, SWPS University of Social Sciences and Humanities

Read More


O7. Helpful Mental Shortcuts or a Shortcut to Bias? Two Perspectives on Heuristics and One New Direction for Consumer Research

Carly Drake, University of Calgary, Canada
Mehdi Mourali, University of Calgary, Canada

Read More


A Rational Model to Predict Consumers’ Irrational Behavior

Vahid Rahmani, Rowan University

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.