Trade-upgrade framing effects: Trades are losses, but upgrades are improvements
Abstract
In two studies, people were reluctant to trade items they own, but glad to accept upgrades with identical end states. The framing of the transaction makes a difference. A mediational analysis suggests that the relationship between the frame of the transaction and measures of value (willingness to accept, WTA) depends on perceived losses. Losses are perceived as greater when the transaction is a trade than as an upgrade. We manipulated...
Paper Details
Title
Trade-upgrade framing effects: Trades are losses, but upgrades are improvements
Published Date
Nov 1, 2016
Journal
Volume
11
Issue
6
Pages
582 - 588
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