Decision‐Framing Helps Make the Sale
Scot Burton
(Assistant professor in the marketing department at Louisiana State University)
Laurie A. Babin
(Doctoral student at Louisiana State University)
438
Abstract
Considers the relevance for marketing practitioners of the recent research findings about the decision‐framing process. Presents an overview of recent empirical research findings and a brief description of the theoretical rationale of the research. Surmises that decision‐framing of alternatives has a substantial impact on the choice among alternatives, even when relevant objective information remains invariant.
Keywords
Citation
Burton, S. and Babin, L.A. (1989), "Decision‐Framing Helps Make the Sale", Journal of Consumer Marketing, Vol. 6 No. 2, pp. 15-24. https://doi.org/10.1108/EUM0000000002543
Publisher
:MCB UP Ltd
Copyright © 1989, MCB UP Limited