KOREASCHOLAR

THE EFFECT OF POSITIVE-FRAMING DESIGN ON ATTRIBUTE EVALUATIONS

Ziqiong Zhang, Jing Lei, Peiliang Sun, Zili Zhang
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/422125
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Global Marketing Conference
2023 Global Marketing Conference at Seoul (2023.07)
pp.159-164
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

Some digital platforms introduced a novel positive-framing design in the multi-dimensional rating system, which framed the attribute with positive words for consumers to rate. The results from a cross-platform quasi-natural experiment show that the positive-framing design can increase the rating scores compared with the traditional non-positive framing design.

Keyword
Attribute ratingsAcquiescence biasPriming effectDifference in Difference analysisModeration-of-process
Author
  • Ziqiong Zhang(Harbin Institute of Technology, China)
  • Jing Lei(The University of Melbourne, Australia)
  • Peiliang Sun(Harbin Institute of Technology, China)
  • Zili Zhang(Harbin Institute of Technology, China)