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Revisiting attribute framing: The impact of number roundedness on framing

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  • Jain, Gaurav
  • Gaeth, Gary J.
  • Nayakankuppam, Dhananjay
  • Levin, Irwin P.

Abstract

We compare the impact of round and non-round numbers used in a communication message on consumers’ evaluations and judgments towards the associated target entity. We find that the use of non-round numbers, in contrast to round numbers, in a message frame results in increased attention to numerical values, which further leads to a comparison of the associated measures with ideal reference points. This leads to an increased framing effect in the non-round numbers condition compared to the round numbers condition. Interestingly, this also negatively affects consumers’ overall evaluations of the target entity. We demonstrate that such a decreased positivity in attitudes when using non-round numbers is more pronounced in negatively expressed frames. We explain this using an ‘attention shift-comparison’ process. Additionally, using multiple methodologies, we provide elaborated support for the attention-association based reasoning for framing effects in general and thus add to the literature on processes underlying framing effects. This extends the original valence-shift based account originally proposed by Levin and Gaeth (1988) and provides an avenue for future research on attention-association based framing effects.

Suggested Citation

  • Jain, Gaurav & Gaeth, Gary J. & Nayakankuppam, Dhananjay & Levin, Irwin P., 2020. "Revisiting attribute framing: The impact of number roundedness on framing," Organizational Behavior and Human Decision Processes, Elsevier, vol. 161(C), pages 109-119.
    • Handle: RePEc:eee:jobhdp:v:161:y:2020:i:c:p:109-119
    DOI: 10.1016/j.obhdp.2020.04.006
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    References listed on IDEAS

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