Which One Looks Better? Effect of Numeric Frames on Comparative Information

Abstract

The presentation of quantitative information in different units or frames often leads to bias in consumers' judgments and decisions. In 4 empirical studies, I compared percentage and multiplication numeric frames that may induce differences in consumer perceptions of comparative information. The results demonstrated that, compared to the multiplication frame, the percentage frame induced higher product efficacy perception of consumers and their purchase decisions, namely, purchase intention and willingness to pay. Therefore, this suggests that the percentage frame (vs. multiplication frame) is more effective in presenting comparative information. Theoretical and practical implications for consumer behavior are discussed.