The Effect of Option Framing on Consumer Choice For Service Options

Service providers like travel agencies or insurances often give consumers the opportunity to adapt a service according to their individual needs by offering additional options to supplement a base service. Focusing on hedonic and utilitarian additional services, we analyze experimentally the influence of option framing on consumer choice.


Michaela Kreitmair and Martina Steul-Fischer (2015) ,"The Effect of Option Framing on Consumer Choice For Service Options", in AP - Asia-Pacific Advances in Consumer Research Volume 11, eds. Echo Wen Wan, Meng Zhang, and , Duluth, MN : Association for Consumer Research, Pages: 169-170.


Michaela Kreitmair, University of Erlangen-Nuremberg, Germany
Martina Steul-Fischer, University of Erlangen-Nuremberg, Germany


AP - Asia-Pacific Advances in Consumer Research Volume 11 | 2015

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