Framing effects for Co2 emissions metrics in car advertisements

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: SATIE - Systèmes et Applications des Technologies de l'Information et de l'Energie - ENS Cachan - École normale supérieure - Cachan - UP11 - Université Paris-Sud - Paris 11 - IFSTTAR - Institut Français des Sciences et Technologies des Transports, de l'Aménagement et des Réseaux - ENS Rennes - École normale supérieure - Rennes - UCP - Université de Cergy Pontoise - Université Paris-Seine - CNAM - Conservatoire National des Arts et Métiers [CNAM] - CNRS - Centre National de la Recherche Scientifique

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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: Effet de cadrage; Unité de mesure; Numerosity; Framing bias; CO2 emission metric; Ecological image; pollution marketing (search for similar items in EconPapers)
Date: 2015-06
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Published in Public Policy & Marketing Conference, Jun 2015, Washington, United States

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01414787

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