How Consumers are Affected by the Framing of Attribute Information Before and After Consuming the Product

Irwin P. Levin; Gary J. Gaeth

doi:10.1086/209174

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How Consumers are Affected by the Framing of Attribute Information Before and After Consuming the Product

Journal article

Peer reviewed

How Consumers are Affected by the Framing of Attribute Information Before and After Consuming the Product

Irwin P. Levin and Gary J. Gaeth

The Journal of consumer research, Vol.15(3), pp.374-378

12/01/1988

DOI: 10.1086/209174

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Abstract

Consumers rated several qualitative attributes of ground beef that framed the beef as either "75% lean" or "25% fat." The consumers' evaluations were more favorable toward the beef labeled "75% lean" than that labeled "25% fat." More importantly, the magnitude of this information framing effect lessened when consumers actually tasted the meat. We discuss these results in terms of an averaging model, which suggests that a diagnostic product experience dilutes the impact of information framing.

Marketing

Consumer research

Framing effects

Ground beef

Gustation

Information attributes

Meats

Modeling

Product labeling

Rating scales

Details

Title: Subtitle: How Consumers are Affected by the Framing of Attribute Information Before and After Consuming the Product
Creators: Irwin P. Levin
Gary J. Gaeth
Resource Type: Journal article
Publication Details: The Journal of consumer research, Vol.15(3), pp.374-378
DOI: 10.1086/209174
ISSN: 0093-5301
eISSN: 1537-5277
Publisher: Journal of Consumer Research
Number of pages: 5
Language: English
Date published: 12/01/1988
Academic Unit: Marketing; Psychological and Brain Sciences
Record Identifier: 9984963239602771

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