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Does attribute and goal framing affect the willingness to pay for consumption goods in realistic shopping settings?

M. Brzozowicz

Published 2025 in Management

ABSTRACT

Research background and purpose:The aim of this study is to examine the influence of attribute and goal framing on the valuation of consumption goods in realistic (out-of-lab) shopping settings. Design/methodology/approachThe study employs experimental economic methods, conducting four field experiments with a total of 1602 shopping center customers as participants. In each experiment, willingness to pay (WTP) for consumer products was measured, while framing conditions (positive vs. negative) were manipulated. Findings:Although the experiments involved two different types of products (durable and fast-moving) and two different valuation procedures (hypothetical and real-payment), their results were remarkably consistent: neither attribute framing nor goal framing had an impact on WTP for the presented products. Value added and limitations:To the best of the author’s knowledge, this study is the first to investigate the impact of attribute and goal framing on WTP using field experiment data. In light of both this study and the existing literature, it can be concluded that the framing effect may be more likely to appear in assessment tasks than in the context of eliciting consumer WTP for private goods.

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