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

Romain Cadario, Béatrice Parguel (), Florence Benoît-Moreau and Amélie Thiard
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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

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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.

Keywords: Ecological image; CO2 emission metric; Framing bias; Numerosity; Unité de mesure; Effet de cadrage; POLLUTION MARKETING (search for similar items in EconPapers)
Date: 2015-05
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Published in AFM Congress, May 2015, Marrakech, Maroc

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01414768

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