The “Upper Limit Framing” Effect: Upper Limit Framing of a Cost Estimate Influences Consumption Choices
We demonstrate the upper-limit framing effect: framing the upper limit of a cost estimate as “less than X” (vs. “not more than X”) results in different expectations of the underlying costs. When estimates are small (large), less than (vs. not more than) framing results in contracted (expanded) cost perceptions.
Citation:
Sudipta Mukherjee and Frank May (2018) ,"The “Upper Limit Framing” Effect: Upper Limit Framing of a Cost Estimate Influences Consumption Choices", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 711-712.
Authors
Sudipta Mukherjee, Virginia Tech, USA
Frank May, Virginia Tech, USA
Volume
NA - Advances in Consumer Research Volume 46 | 2018
Share Proceeding
Featured papers
See MoreFeatured
B1. Dynamic Pricing in Stationary Retailing - The Role of Consumer's Trust
Maximilian Clemens Pohst, Heinrich-Heine-University
Caspar Krampe, Heinrich-Heine-University
Peter Kenning, Heinrich-Heine-University
Featured
P9. Gift Budget Adherence and Price Discounts
Yuna Choe, Texas A&M University, USA
Christina Kan, Texas A&M University, USA
Featured
Guilt Undermines Consumer Willingness to Buy More Meaningful Time
Ashley V. Whillans, Harvard Business School, USA
Elizabeth W. Dunn, University of British Columbia, Canada