The sleeper framing effect: The influence of frame valence on immediate and retrospective judgments

Prior research on attribute framing has documented a robust valence‐consistent shift whereby positively valenced options (e.g., 75% lean beef) are preferred over equivalent negatively valenced options (e.g., 25% fat beef). However, this research has typically explored how labels influence judgments of prospective or hypothetical consumption. In contrast, we examine how frames interact with actual consumption experiences to influence both...