Conform or Disconform: The Social Influence of Choice Versus Rejection Decision Framings

• In Event: 10.8 The Importance of Framing and Reframing

Short Abstract

Consumers’ decisions between two options can be framed as either choosing the more preferred option or rejecting the less preferred one. Five studies show that framing others’ decisions with rejection (vs. choice) framings makes consumers more likely to infer product quality (vs. personal taste) and thus follow others’ decisions more.

Authors

• Xianglan Nan, University of Florida, USA

• Yang Yang, University of Florida, USA