A New Paradigm For Studying The Economic And Behavioral Consequences Of Framing Health-Related Decisions

Abstract

Traditional attribute framing effects occur when the same object is evaluated differently depending on whether a particular attribute is labeled or framed in positive or negative terms.  For example, in one of our earlier studies, “80% lean ground beef” was evaluated more favorably and was “worth” 8 cents more per pound than “20% fat ground beef.”  In the present study of health-related judgments and decisions, attribute framing effects were extended to situations where consumers had to infer framing valence depending on whether one’s health status was described in comparison to a lower standard or a higher standard of reference.  For example, a person’s health status was rated higher when the same level of vitamin intake was stated in terms of its distance above an established low-protection level compared to when it was stated in terms of its distance below an established high-protection level.