Cheng, Yin-Hui; Yen, HsiuJu Rebecca; Chuang, Shih-Chieh; … - In: Journal of Economic Psychology 39 (2013) C, pp. 402-413
Investigations into the option framing effect involve the use of a subtractive versus an additive option-framing method to gauge their impact on consumer behaviors. This research examines how option framing could affect choice decisions as a function of a consumer’s goal orientation. Study 1...
