Different Scales for Different Frames: The Role of Subjective Scales and Experience in Explaining Attribute-Framing Effects
研究发现，消费者对正面框架属性信息的反应比负面框架更积极，但这一效应取决于参考值的范围和水平，且经验会缩小参考值范围。
Consumers respond more favorably to positively framed attribute information than to negatively framed attribute information, a finding that has been attributed to the affective associations evoked by each frame. We contend that framing effects also depend on the range and level of reference values used to evaluate attribute information. When the range of reference values is narrower for a positive frame than a negative frame, attribute values above expected performance levels favor the positively framed information and attribute values below expected performance levels favor the negatively framed information. When the range of reference values is wider for a positive frame than a negative frame, the opposite pattern emerges. Experience with a frame is one factor that reduces the range of reference values recruited to judge attribute information.