Prior knowledge and the effect of suggested frames of reference in advertising
通过摄像机购买实验，研究发现广告中的建议参考框架对买家行为的影响取决于其先验知识：低知识买家受价格框架影响，高知识买家受结果框架影响，且正面框架比负面框架更有效。
This research builds on framing and anchoring and adjustment research and proposes suggested frames of reference as a means to influence buyer behavior. Theory and hypotheses are tested in an experiment of video camera purchases. The empirical results suggest that response to suggested frames of reference varies, depending on the buyer's prior category knowledge. Low-knowledge buyers are influenced by price frames. High-knowledge buyers are influenced by outcome frames. Positive frames are more influential than negative frames. © 1997 John Wiley & Sons, Inc.