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Darren Dahl (Editor in Chief)Eileen FischerGita JoharVicki Morwitz

18 out of 120

How Consumers Are Affected by the Framing of Attribute Information Before and After Consuming the Product

Irwin P. Levin, Gary J. Gaeth
DOI: http://dx.doi.org/10.1086/209174 374-378 First published online: 1 December 1988


Consumers rated several qualitative attributes of ground beef that framed the beef as either “75% lean” or “25% fat.” The consumers' evaluations were more favorable toward the beef labeled “75% lean” than that labeled “25% fat.” More importantly, the magnitude of this information framing effect lessened when consumers actually tasted the meat. We discuss these results in terms of an averaging model, which suggests that a diagnostic product experience dilutes the impact of information framing.

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