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

Magdalena Brzozowicz ()
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Magdalena Brzozowicz: Faculty of Economic Sciences, University of Warsaw

No 2021-20, Working Papers from 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

Keywords: framing effect; field experiment; willingness to pay; WTP (search for similar items in EconPapers)
JEL-codes: C93 D91 M31 (search for similar items in EconPapers)
Pages: 38 pages
Date: 2021
New Economics Papers: this item is included in nep-dcm, nep-env, nep-exp and nep-upt
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Persistent link: https://EconPapers.repec.org/RePEc:war:wpaper:2021-20

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