Different Scales for Different Frames: The Role of Subjective Scales and Experience in Explaining Attribute-Framing Effects
15 Pages Posted: 27 Jan 2005
Consumers respond more favorably to positively framed attribute information than to negatively framed attribute information, a finding that has been attributed to the affective associations evoked by each frame. We contend that framing effects also depend on the range and level of reference values used to evaluate attribute information. When the range of reference values is narrower for a positive frame than a negative frame, attribute values above expected performance levels favor the positively framed information and attribute values below expected performance levels favor the negatively framed information. When the range of reference values is wider for a positive frame than a negative frame, the opposite pattern emerges. Experience with a frame is one factor that reduces the range of reference values recruited to judge attribute information.
Keywords: Attribute framing, framing effects, range theory, range frequency theory, descriptive valence, subjective judgment, subjective evaluation, subjective scales, affective associations, product marketing, information processing
JEL Classification: M31, C91
Suggested Citation: Suggested Citation