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.
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.
Sudipta Mukherjee, Virginia Tech, USA
Frank May, Virginia Tech, USA
NA - Advances in Consumer Research Volume 46 | 2018
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