Did Information Amount Matter in Framing Effect?

Framing the product attribute(s) in either positive or negative way can result in different responses. This phenomenon is referred to attribute framing effect. This article reported results from a laboratory experiment which examines the influence of message framing and information amounts on Internet buyers’ judgments. The amount of information was defined in terms of the number of attribute information of the target product. The result indicated significant framing effects no matter how much attribute information was presented. Positive information leads to more favorable responses than negative information. In addition, respondents who were exposed to more amounts of positive information showed more favorable evaluations than those who were exposed to less amounts of positive information condition. However, more amounts of negative information did not result in less favorable responses.