کد مقاله | کد نشریه | سال انتشار | مقاله انگلیسی | نسخه تمام متن |
---|---|---|---|---|
880335 | 1471463 | 2006 | 10 صفحه PDF | دانلود رایگان |
عنوان انگلیسی مقاله ISI
The role of ratio differences in the framing of numerical information
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موضوعات مرتبط
علوم انسانی و اجتماعی
مدیریت، کسب و کار و حسابداری
بازاریابی و مدیریت بازار
پیش نمایش صفحه اول مقاله
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چکیده انگلیسی
It is well documented that presentation of qualitatively equivalent information in different frames has considerable impacts on consumer preferences and evaluations. In this research, we demonstrate a type of framing effects that targets numerical information of an attribute.In three experiments, we find that the perceived differences between two options loom larger when equivalent attribute information is expressed in a large ratio frame than when it is expressed in a small ratio frame. Moreover, preferences shift toward an option when its superior attribute is presented in a large rather than a small ratio condition. We also show that this framing effect goes beyond the effects of loss aversion and those of numerical anchoring.
ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: International Journal of Research in Marketing - Volume 23, Issue 4, December 2006, Pages 385–394
Journal: International Journal of Research in Marketing - Volume 23, Issue 4, December 2006, Pages 385–394
نویسندگان
Jessica Y.Y. Kwong, Kin Fai Ellick Wong,