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Effet de cadrage pour les échelles d’émission de carbone dans les publicités pour voitures

Author

Listed:
  • Romain Cadario

    (IÉSEG Recherche - lille)

  • Béatrice Parguel

    (DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique)

  • Florence Benoît-Moreau

    (DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique)

  • Amélie Thiard

    (ENS Cachan - Département A3 biochimie-génie biologique - ENS Cachan - École normale supérieure - Cachan)

Abstract

In this article, we examine the framing effects for CO2 emission metrics (i.e., units of measurement) in car advertisements. Three studies consistently show that consumers pay more attention to foreground (e.g. g in g/km) than background information (e.g. km in g/km), and suffer from a "numerosity" framing bias such that they perceive bigger numbers as an expression of bigger quantities. We discuss both theoretical and regulatory implications of these results.

Suggested Citation

  • Romain Cadario & Béatrice Parguel & Florence Benoît-Moreau & Amélie Thiard, 2015. "Effet de cadrage pour les échelles d’émission de carbone dans les publicités pour voitures," Post-Print hal-01414768, HAL.
    • Handle: RePEc:hal:journl:hal-01414768
    as

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