Individuals, despite having practically identical choices, often evaluate one option as being more favorable when described in a positive (vs. negative) frame, a phenomenon known as the attribute framing effect. The present study sought to identify whether this effect is derived from a more favorable evaluation of positively framed information or a less favorable evaluation of negatively framed information, by comparing the positive- and negative-framing conditions with a control condition that presents both positive and negative information. As predicted, the results showed a significant cultural variation in the direction from which the framing effect was derived. For North American participants, the attribute framing effect was found to be driven by highly unfavorable evaluations of negatively framed information (e.g., 10 “Not Recommended” reviews). On the other hand, for South Korean participants, this effect was guided by highly favorable evaluations of positively framed information (e.g., 90 “Recommended” reviews). The theoretical and practical implications of these findings are further discussed.
|Number of pages||7|
|Publication status||Published - 2022 Nov|
Bibliographical noteFunding Information:
This research was supported by Basic Science Research Program through the National Research Foundation of Korea (NRF) funded by the Ministry of Education (NRF-2018S1A3A2075114).
© 2021, The Author(s), under exclusive licence to Springer Science+Business Media, LLC part of Springer Nature.
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