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Does the framing affect the WTP for consumption goods in realistic shopping settings?

Author

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  • Magdalena Brzozowicz

    (Faculty of Economic Sciences, University of Warsaw)

Abstract

In this study, I examined the influence of the framing effect on the valuation of consumption goods in realistic shopping settings. In four field experiments comprising 1602 shopping center customers as participants, I elicited willingness to pay (WTP) for consumer products by manipulating framing conditions (positive vs. negative framing). Although my four experiments involved two different types of products (durable vs. fast-moving), two different types of framing (attribute vs. goal) and two different valuation procedures (hypothetical vs. consequential), their results were remarkably consistent. I observed that the framing effect had no impact on WTP for the presented products. In the light of both this study and the existing literature, I suspect that the framing effect is more likely to appear in solely hypothetical judgement and assessment tasks than in the context of eliciting consumer WTP

Suggested Citation

  • Magdalena Brzozowicz, 2021. "Does the framing affect the WTP for consumption goods in realistic shopping settings?," Working Papers 2021-20, Faculty of Economic Sciences, University of Warsaw.
    • Handle: RePEc:war:wpaper:2021-20
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    File URL: https://www.wne.uw.edu.pl/index.php/download_file/6665/
    File Function: First version, 2021
    Download Restriction: no
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    More about this item

    Keywords

    framing effect; field experiment; willingness to pay; WTP;
    All these keywords.

    JEL classification:

    • D91 - Microeconomics - - Micro-Based Behavioral Economics - - - Role and Effects of Psychological, Emotional, Social, and Cognitive Factors on Decision Making
    • C93 - Mathematical and Quantitative Methods - - Design of Experiments - - - Field Experiments
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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