Unexpected-Framing Effect: Impact of Framing a Product Benefit As Unexpected on Product Desire

During pre-launch product testing, marketers might discover that the product can deliver additional unintended benefits. The current research shows that framing such product benefits as unexpected increases desire for the product, when consumers have a heightened motivation to seek rewards. Framing an undesirable product feature as unexpected can backfire.



Citation:

Monica Wadhwa, Christine Kim, Amitava Chattopadhyay, and Wenbo Wang (2018) ,"Unexpected-Framing Effect: Impact of Framing a Product Benefit As Unexpected on Product Desire", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 829-830.

Authors

Monica Wadhwa, INSEAD, Singapore
Christine Kim, Hong Kong University of Science and Technology
Amitava Chattopadhyay, INSEAD, Singapore
Wenbo Wang, Hong Kong University of Science and Technology



Volume

NA - Advances in Consumer Research Volume 46 | 2018



Share Proceeding

Featured papers

See More

Featured

Cues to Sincerity: How People Assess and Convey Sincerity in Language

Alixandra Barasch, New York University, USA
Juliana Schroeder, University of California Berkeley, USA
Jonathan Zev Berman, London Business School, UK
Deborah Small, University of Pennsylvania, USA

Read More

Featured

Enhancing the Effectiveness of Narratives Among Vaccine-Skeptical Parents

Sandra Praxmarer-Carus, Universität der Bundeswehr München
Stefan Wolkenstoerfer, Universität der Bundeswehr München

Read More

Featured

E8. Perceptions of Out-Group Members: The Effects of Language Abstraction

Afra Koulaei, University of South-Eastern Norway
Daniela Cristian, City University of London, UK

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.