Choosing What I Want versus Rejecting What I Do Not Want: An Application of Decision Framing to Product Option Choice Decisions

  title={Choosing What I Want versus Rejecting What I Do Not Want: An Application of Decision Framing to Product Option Choice Decisions},
  author={C. Whan Park and Sung Youl Jun and Deborah J. MacInnis},
  journal={Journal of Marketing Research},
  pages={187 - 202}
The authors examine the effects of using a subtractive versus an additive option-framing method on consumers' option choice decisions in three studies. The former option-framing method presents consumers with a fully loaded product and asks them to delete options they do not want. The latter presents them with a base model and asks them to add the options they do want. Combined, the studies support the managerial attractiveness of the subtractive versus the additive option-framing method… 

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