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 More

Featured

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

Read More

Featured

P9. Gift Budget Adherence and Price Discounts

Yuna Choe, Texas A&M University, USA
Christina Kan, Texas A&M University, USA

Read More

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

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.