More Than Two Choices: The Impact of Context Effect on Framing Effect

• Main Authors: Wan Chen, Hsieh, 謝宛真
• Other Authors: Shih-Chieh Chuang
• Format: Others
• Language: en_US
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/45070693409641052767

碩士 === 國立中正大學 === 行銷管理研究所 === 100 === The framing effect demonstrated the set of two options with different risk level affects the risk preference of people, even both of the options are logically equal. But there are always more than two choices and single manipulated message in our daily life. This paper imports context effect into framing effect which includes attraction effect, compromise effect and similarity effect to examine the impact of context effect on framing effect. And the result of four studies shows that the context effect affects the choice preference in the original choice of framing effect. Moreover, the framing effect will be smaller when the context effect appears in the original choice set. This paper discusses the implication of the research for marketing theory and suggests directions for future research.