Framing Effect: How the Presentation of Information Influences Consumers’ Decision Making

Abstract

The purpose of the study is to research how the presentation of choices influences consumers’ decision making. The paper aims to research which type of presentation is more affected in consumers’ decision making. The ordinary least squares regression analysis is used to explore the relationship between the presentation of choices and the degree of intention to buy the product. The experiment finds that when the information is unclear, people’s degree of willingness is in medium to low. When the presentation is negative, people’s degree of willingness is lower. When it is positive, people’s degree of intention to buy the product is higher. The study suggests the way that different presentations of choices influence consumers’ decision making and gives some suggestions to consumers and businesses.