Conform Or Disconform: the Social Influence of Choice Versus Rejection Decision Framings

Consumers’ decisions between two options can be framed as either choosing the more preferred option or rejecting the less preferred one. Five studies show that framing others’ decisions with rejection (vs. choice) framings makes consumers more likely to infer product quality (vs. personal taste) and thus follow others’ decisions more.


Xianglan Nan and Yang Yang (2019) ,"Conform Or Disconform: the Social Influence of Choice Versus Rejection Decision Framings", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 780-781.


Xianglan Nan, University of Florida, USA
Yang Yang, University of Florida, USA


NA - Advances in Consumer Research Volume 47 | 2019

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