Working Papers

Choosing What I Want versus Rejecting What I Don’t Want: An Application of Decision Framing to Product Option Choice Decisions

C. Whan Park, Sung Youl Jun, and Deborah J. MacInnis

Dec 1, 1999

Investigates choice decisions when consumers are asked to add product options to a base model (additive framing) versus delete options from a fully loaded model (subtractive framing).

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