Framing effects in consumer judgement and decision making

Authored by: Tobias Krüger , Tobias Vogel , Michaela Wänke

Routledge International Handbook of Consumer Psychology

Print publication date:  November  2016
Online publication date:  November  2016

Print ISBN: 9781138846494
eBook ISBN: 9781315727448
Adobe ISBN: 9781317539940

10.4324/9781315727448.ch19

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Abstract

Do consumers care whether ground beef is advertised as 75 per cent lean or 25 per cent fat? Does it matter whether a gamble offers $50 for sure or a 50 per cent chance to win $100 and a 50 per cent chance to win nothing? Does it make a difference whether a doctor communicates the outcome of a medical treatment as successful in 80 per cent of all cases or as not successful in 20 per cent of all cases?

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