• ISSN: 2010-023X (Print)
    • Abbreviated Title: Int. J. Trade, Economics and Financ.
    • Frequency: Quaterly
    • DOI: 10.18178/IJTEF
    • Editor-in-Chief: Prof.Tung-Zong (Donald) Chang
    • Managing Editor: Ms. Shira. W. Lu
    • Abstracting/ Indexing:  Crossref, Electronic Journals Library , EBSCO
    • E-mail: ijtef.editorial.office@gmail.com
HOME > Archive > 2022 > Volume 13 Number 1 (Feb. 2022) >
IJTEF 2022 Vol.13(1): 24-27 ISSN: 2010-023X
DOI: 10.18178/ijtef.2022.13.1.718

Mitigating Framing Effect in Advertising

Boxiang Lai

Abstract—This paper investigates how the act of “justifying the decision” helps minimize the “framing effect.” The framing effect refers to the phenomenon where the way information is presented in a statement can by itself influence people’s responses. An experiment was conducted, and responses were collected from a sample of 40 high-school students. The researcher asks the respondents to rate the worth of a virtual product according to a descriptive paragraph. The experiment asked half of the students to provide a rationale to justify their answer, the other half being the control group(no justification). The results were statistically analyzed by a T-test, which suggested sizable mitigation of the distortion. Thus, the respondents that attempted to justify their choices overcame the distorting effect to some extent. Finally, the study proposes that if survey issuers require respondents to justify their answers, the results obtained can be partially immune to the framing distortion.

Index Terms—Behavioral economics, experiment, framing effect, reduce framing effect.

Boxiang Lai is with Shenzhen College of International Education, Shenzhen, China (e-mail: s16238.lai@stu.scie.com.cn).

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Cite: Boxiang Lai, "Mitigating Framing Effect in Advertising," International Journal of Trade, Economics and Finance vol.13, no.1, pp. 24-27, 2022.

Copyright © 2022 by the authors. This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited (CC BY 4.0).

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