A new study by Washington State University reveals that consumers are more inclined to opt for premium products when attributes are framed positively. This effect opens new avenues for marketers and encourages consumers to reassess their decision-making process.
Consumers are more inclined to select higher-priced items when the product attributes are framed positively, according to a new study conducted by Washington State University.
This research, published in the journal Nature, unveils that shoppers perceive a stronger correlation between price and product quality when the relationship is depicted in an optimistic light, a phenomenon the researchers call “relationship sign framing.”
“In simple terms, when price and product attributes are described as moving together, each extra dollar feels like it buys more benefit,” co-author Kunter Gunasti, an associate professor of marketing in WSU’s Carson College of Business, said in a news release.
Gunasti elaborates that this framing approach makes the connection between price and product advantages more straightforward for consumers to process, often nudging them towards the premium option.
The Experiment
The researchers tested this theory using pre-owned electric vehicles as an example. Participants were presented with two options: a car with 80% battery capacity priced at $40,000 and another with 90% capacity at $45,000. The same information was also depicted negatively, highlighting the battery loss (20% vs. 10%).
Although the facts remained constant, consumers were more likely to perceive the higher-priced vehicle as a better value when the information was framed positively — indicating that as battery capacity goes up, so does the price.
Further experiments, including evaluations of new bike helmets, sustained these findings. Describing the helmets by the “percent of impact absorbed” showed a positive relationship with price, whereas referring to the “percent of impact transmitted to the head” presented a negative link.
Across various product categories, positive framing consistently led consumers to choose the higher-priced, higher-quality option.
Practical Implications
Gunasti suggests that this insight holds substantial significance for marketers. Premium brands might attract more buyers by framing attributes in terms of what is gained from a higher price. Conversely, budget brands may benefit from highlighting how less cost is associated with fewer negative aspects.
The research also has crucial implications for consumers.
Since positive framing doesn’t necessarily make a product better but simply influences how people perceive its value, Gunasti’s advice is for consumers to consider both the positive and the negative descriptions before purchasing an item.
“If you see a positive frame while comparing two products, try thinking about how it would look in negative terms. And if you see a negative, consider the positive version,” Gunasti added. “Looking at both sides helps you make a more informed decision.”
Source: Washington State University