Message framing of products causes a preference shift in consumers' choices

Using two experiments, this paper demonstrates that framing causes a preference shift when consumers choose between a better and more expensive product and an inferior and cheaper alternative product. In Experiment 1, car owners chose between original parts and non-original parts to replace parts they were told had broken down. Participants could either save money by choosing a cheaper and inferior non-original part (positive framing) or lose money by choosing a better and more expensive original part (negative framing). Consumers preferred the original parts in the positive framing condition relative to the negative framing condition. Experiment 2 replicated this finding using other products – an expensive well known, international brand of high quality vs. a cheaper private brand of lower quality. Experiment 2 included an additional two experimental groups in which the quality characteristic of these products was framed positively (gain quality) or negatively (lose quality). The results showed that participants chose the better and more expensive product more when presented with negative framing relative to positive framing of the quality. The results of both experiments can be explained using Kahneman and Tversky's (1979) value function presented in their Prospect Theory: Because losses are experienced more intensely than gains of similar objective magnitude, consumers exhibit a preference shift regarding the two products. The significance of these findings for both retailers and consumers considering two alternative products that differ in price and quality are discussed. Copyright © 2010 John Wiley & Sons, Ltd.