{"id":30642,"date":"2025-10-15T19:36:46","date_gmt":"2025-10-15T19:36:46","guid":{"rendered":"https:\/\/www.tun.com\/home\/?p=30642"},"modified":"2025-10-15T19:37:58","modified_gmt":"2025-10-15T19:37:58","slug":"new-study-reveals-why-consumers-are-more-likely-to-opt-for-premium-products","status":"publish","type":"post","link":"https:\/\/www.tun.com\/home\/new-study-reveals-why-consumers-are-more-likely-to-opt-for-premium-products\/","title":{"rendered":"New Study Reveals Why Consumers Are More Likely to Opt for Premium Products"},"content":{"rendered":"\n<div class=\"wp-block-group\"><div class=\"wp-block-group__inner-container is-layout-constrained wp-block-group-is-layout-constrained\">\n<div class=\"wp-block-uagb-blockquote uagb-block-e7eb3fc3 uagb-blockquote__skin-border uagb-blockquote__stack-img-none\"><blockquote class=\"uagb-blockquote\"><div class=\"uagb-blockquote__content\">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.<\/div><footer><div class=\"uagb-blockquote__author-wrap uagb-blockquote__author-at-left\"><\/div><\/footer><\/blockquote><\/div>\n\n\n\n<div class=\"wp-block-group is-content-justification-space-between is-nowrap is-layout-flex wp-container-core-group-is-layout-0dfbf163 wp-block-group-is-layout-flex\"><div style=\"font-size:16px;\" class=\"has-text-align-left wp-block-post-author\"><div class=\"wp-block-post-author__content\"><p class=\"wp-block-post-author__name\">The University Network<\/p><\/div><\/div>\n\n\n<div class=\"wp-block-uagb-social-share uagb-social-share__outer-wrap uagb-social-share__layout-horizontal uagb-block-ee584a31\">\n<div class=\"wp-block-uagb-social-share-child uagb-ss-repeater uagb-ss__wrapper uagb-block-ec619ce7\"><span class=\"uagb-ss__link\" data-href=\"https:\/\/www.facebook.com\/sharer.php?u=\" tabindex=\"0\" role=\"button\" aria-label=\"facebook\"><span class=\"uagb-ss__source-wrap\"><span class=\"uagb-ss__source-icon\"><svg xmlns=\"https:\/\/www.w3.org\/2000\/svg\" viewBox=\"0 0 512 512\"><path d=\"M504 256C504 119 393 8 256 8S8 119 8 256c0 123.8 90.69 226.4 209.3 245V327.7h-63V256h63v-54.64c0-62.15 37-96.48 93.67-96.48 27.14 0 55.52 4.84 55.52 4.84v61h-31.28c-30.8 0-40.41 19.12-40.41 38.73V256h68.78l-11 71.69h-57.78V501C413.3 482.4 504 379.8 504 256z\"><\/path><\/svg><\/span><\/span><\/span><\/div>\n\n\n\n<div class=\"wp-block-uagb-social-share-child uagb-ss-repeater uagb-ss__wrapper uagb-block-32d99934\"><span class=\"uagb-ss__link\" data-href=\"https:\/\/twitter.com\/share?url=\" tabindex=\"0\" role=\"button\" aria-label=\"twitter\"><span class=\"uagb-ss__source-wrap\"><span class=\"uagb-ss__source-icon\"><svg xmlns=\"https:\/\/www.w3.org\/2000\/svg\" viewBox=\"0 0 512 512\"><path d=\"M389.2 48h70.6L305.6 224.2 487 464H345L233.7 318.6 106.5 464H35.8L200.7 275.5 26.8 48H172.4L272.9 180.9 389.2 48zM364.4 421.8h39.1L151.1 88h-42L364.4 421.8z\"><\/path><\/svg><\/span><\/span><\/span><\/div>\n\n\n\n<div class=\"wp-block-uagb-social-share-child uagb-ss-repeater uagb-ss__wrapper uagb-block-1d136f14\"><span class=\"uagb-ss__link\" data-href=\"https:\/\/www.linkedin.com\/shareArticle?url=\" tabindex=\"0\" role=\"button\" aria-label=\"linkedin\"><span class=\"uagb-ss__source-wrap\"><span class=\"uagb-ss__source-icon\"><svg xmlns=\"https:\/\/www.w3.org\/2000\/svg\" viewBox=\"0 0 448 512\"><path d=\"M416 32H31.9C14.3 32 0 46.5 0 64.3v383.4C0 465.5 14.3 480 31.9 480H416c17.6 0 32-14.5 32-32.3V64.3c0-17.8-14.4-32.3-32-32.3zM135.4 416H69V202.2h66.5V416zm-33.2-243c-21.3 0-38.5-17.3-38.5-38.5S80.9 96 102.2 96c21.2 0 38.5 17.3 38.5 38.5 0 21.3-17.2 38.5-38.5 38.5zm282.1 243h-66.4V312c0-24.8-.5-56.7-34.5-56.7-34.6 0-39.9 27-39.9 54.9V416h-66.4V202.2h63.7v29.2h.9c8.9-16.8 30.6-34.5 62.9-34.5 67.2 0 79.7 44.3 79.7 101.9V416z\"><\/path><\/svg><\/span><\/span><\/span><\/div>\n<\/div>\n<\/div>\n<\/div><\/div>\n\n\n\n<p>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.<\/p>\n\n\n\n<p>This research, <a href=\"https:\/\/link.springer.com\/article\/10.1007\/s11002-025-09785-3\" target=\"_blank\" rel=\"noopener\" title=\"\">published<\/a> 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 &#8220;relationship sign framing.&#8221;<\/p>\n\n\n\n<p>\u201cIn simple terms, when price and product attributes are described as moving together, each extra dollar feels like it buys more benefit,\u201d co-author Kunter Gunasti, an associate professor of marketing in WSU\u2019s Carson College of Business, said in a news release. <\/p>\n\n\n\n<p>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.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">The Experiment<\/h3>\n\n\n\n<p>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%).<\/p>\n\n\n\n<p>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 \u2014 indicating that as battery capacity goes up, so does the price.<\/p>\n\n\n\n<p>Further experiments, including evaluations of new bike helmets, sustained these findings. Describing the helmets by the \u201cpercent of impact absorbed\u201d showed a positive relationship with price, whereas referring to the \u201cpercent of impact transmitted to the head\u201d presented a negative link. <\/p>\n\n\n\n<p>Across various product categories, positive framing consistently led consumers to choose the higher-priced, higher-quality option.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Practical Implications<\/h2>\n\n\n\n<p>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.<\/p>\n\n\n\n<p>The research also has crucial implications for consumers. <\/p>\n\n\n\n<p>Since positive framing doesn\u2019t necessarily make a product better but simply influences how people perceive its value, Gunasti&#8217;s advice is for consumers to consider both the positive and the negative descriptions before purchasing an item.<\/p>\n\n\n\n<p>\u201cIf 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,\u201d Gunasti added. \u201cLooking at both sides helps you make a more informed decision.\u201d<\/p>\n\n\n\n<div style=\"height:9px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>Source: <\/strong><a href=\"https:\/\/news.wsu.edu\/press-release\/2025\/10\/15\/positive-framing-steers-shoppers-to-premium-products\" target=\"_blank\" rel=\"noopener\" title=\"\">Washington State University<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>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 [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"single-no-separators","format":"standard","meta":{"_acf_changed":false,"_uag_custom_page_level_css":"","_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[23],"tags":[132],"class_list":["post-30642","post","type-post","status-publish","format-standard","hentry","category-people-culture","tag-washington-state-university"],"acf":[],"aioseo_notices":[],"uagb_featured_image_src":{"full":false,"thumbnail":false,"medium":false,"medium_large":false,"large":false,"1536x1536":false,"2048x2048":false},"uagb_author_info":{"display_name":"The University Network","author_link":"https:\/\/www.tun.com\/home\/author\/funky_junkie\/"},"uagb_comment_info":0,"uagb_excerpt":"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&hellip;","_links":{"self":[{"href":"https:\/\/www.tun.com\/home\/wp-json\/wp\/v2\/posts\/30642","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.tun.com\/home\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.tun.com\/home\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.tun.com\/home\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/www.tun.com\/home\/wp-json\/wp\/v2\/comments?post=30642"}],"version-history":[{"count":11,"href":"https:\/\/www.tun.com\/home\/wp-json\/wp\/v2\/posts\/30642\/revisions"}],"predecessor-version":[{"id":30688,"href":"https:\/\/www.tun.com\/home\/wp-json\/wp\/v2\/posts\/30642\/revisions\/30688"}],"wp:attachment":[{"href":"https:\/\/www.tun.com\/home\/wp-json\/wp\/v2\/media?parent=30642"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.tun.com\/home\/wp-json\/wp\/v2\/categories?post=30642"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.tun.com\/home\/wp-json\/wp\/v2\/tags?post=30642"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}