Stumbled Upon: Impact of Framing As Expected Versus Unexpected on Product Evaluations

Amitava Chattopadhyay; Jee Hye Kim; Monica Wadhwa

Stumbled Upon: Impact of Framing As Expected Versus Unexpected on Product Evaluations

Amitava Chattopadhyay, Jee Hye Kim, Monica Wadhwa

Research output: Contribution to conference › Conference Paper

Abstract

Framing a product feature as unexpected (serendipitous discovery) versus expected (intentional development) has targeted positive impact on desire-related product evaluations (e.g., willingness-to-pay), but not on non-desire-related product evaluations (e.g., perceived effectiveness). We argue that this is because unexpected framing enhances reward salience and show moderation by reward sensitivity.

Original language	English
Pages	543-544
Publication status	Published - 2014
Externally published	Yes
Event	NA - Advances in Consumer Research - Duration: 1 Jan 2014 → 1 Jan 2014

Conference

Conference	NA - Advances in Consumer Research
Period	1/01/14 → 1/01/14

Access to Document

https://hdl.handle.net/1783.1/79871

Cite this

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title = "Stumbled Upon: Impact of Framing As Expected Versus Unexpected on Product Evaluations",

abstract = "Framing a product feature as unexpected (serendipitous discovery) versus expected (intentional development) has targeted positive impact on desire-related product evaluations (e.g., willingness-to-pay), but not on non-desire-related product evaluations (e.g., perceived effectiveness). We argue that this is because unexpected framing enhances reward salience and show moderation by reward sensitivity.",

author = "Amitava Chattopadhyay and Kim, \{Jee Hye\} and Monica Wadhwa",

year = "2014",

language = "English",

pages = "543--544",

note = "NA - Advances in Consumer Research ; Conference date: 01-01-2014 Through 01-01-2014",

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TY - CONF

T1 - Stumbled Upon: Impact of Framing As Expected Versus Unexpected on Product Evaluations

AU - Chattopadhyay, Amitava

AU - Kim, Jee Hye

AU - Wadhwa, Monica

PY - 2014

Y1 - 2014

N2 - Framing a product feature as unexpected (serendipitous discovery) versus expected (intentional development) has targeted positive impact on desire-related product evaluations (e.g., willingness-to-pay), but not on non-desire-related product evaluations (e.g., perceived effectiveness). We argue that this is because unexpected framing enhances reward salience and show moderation by reward sensitivity.

AB - Framing a product feature as unexpected (serendipitous discovery) versus expected (intentional development) has targeted positive impact on desire-related product evaluations (e.g., willingness-to-pay), but not on non-desire-related product evaluations (e.g., perceived effectiveness). We argue that this is because unexpected framing enhances reward salience and show moderation by reward sensitivity.

M3 - Conference Paper

SP - 543

EP - 544

T2 - NA - Advances in Consumer Research

Y2 - 1 January 2014 through 1 January 2014

ER -