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
Burnishing Prosocial Image to Self vs. Others
Minah Jung, New York University, USA
Silvia Saccardo, Carnegie Mellon University, USA
Ayelet Gneezy, University of California San Diego, USA
Leif D. Nelson, University of California Berkeley, USA
Featured
Uncertain Reward Campaigns Impact Product Size Choices
Nükhet Taylor, York University, Canada
Theodore J. Noseworthy, York University, Canada
Ethan Pancer, Saint Mary's University
Featured
C6. How Does Unsatisfied Curiosity Stir Our Craving For Food?
Chen Wang, Drexel University, USA