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The Power and Limitations of Social Relational Framing for Understanding Consumer Decision Processes
Author(s) -
Kahn Barbara E.
Publication year - 2005
Publication title -
journal of consumer psychology
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 4.433
H-Index - 110
eISSN - 1532-7663
pISSN - 1057-7408
DOI - 10.1207/s15327663jcp1501_5
Subject(s) - normative , framing (construction) , framing effect , psychology , decision theory , social psychology , economics , microeconomics , epistemology , persuasion , philosophy , structural engineering , engineering
The normative multiattribute utility model is not a good predictor of decision processes if consumers are reluctant to make difficult trade‐offs, if they are averse to using a single metric (e.g., price or utility) to align noncomparable alternatives, and if there is a desire to take into account the identity of the actors involved (McGraw & Tetlock, 2005). Prescriptively, there may be some decision contexts (e.g., high‐consequence consumer decisions) where such nonnormative behaviors are not in the best interest of the decision makers. Methods to encourage more normative decisionmaking are outlined including: (a) decision context mechanisms (e.g., the setting of default options or reference prices, the provision of an acceptable framing of the decision, or alternative response measures) and (b) consumer‐based mechanisms (e.g., recommending the use of an agent, providing coping mechanisms, or providing social cues of acceptability).