정보의 제시유형이 비율차이 프레이밍 효과에 미치는 영향

This study investigates the impacts of information presentation type on the ratio difference framing effects. Namely, in order to evaluate differences between small ratio difference and large ratio difference framing, we divide quantitative information presentation types into separation evaluation vs. joint evaluation. For this purpose, we conducted three experiments. The Ex. 1 is for testing effects of information mode on ratio difference framing effect and the Ex. 2 for identifying the mechanism of the Ex. 1. The objective of Ex. 3 was to test moderating effects of the consumer knowledge in the Ex. 1, Ex. 2.
The results of the Ex. 1 showed that as shown in the <Figure 1>, there were ration difference framing in the joint evaluation mode. That is, the impact of large ration difference framing is bigger than those of small ratio difference framing.
However, in the separation evaluation mode, there were no differences in ratio difference framing.
The Ex. 2 was limited to separation evaluation mode. In this study, we presume that the underlying mechanism is the easiness of evaluation. For the respondents assigned to separation evaluation mode group, they were predicted to show no ratio differences framing since the easiness of evaluation is somewhat low.
For this purpose, in the Ex. 2, we divided respondents into reference- anchored group who had high scores on the easiness of evaluation and no reference-anchored group who had low scores on the easiness of evaluation. The results showed that as in <Figure 2> the former group showed ratio difference framing even for separation evaluation model. But, the latter group showed no ration difference framing for separation evaluation mode.
We also confirmed the underlying mechanism by engaging in the mediation effects analysis. For that confirmation, we used survey items in addition to mechanism test that divided groups. Mediation effects analysis showed that easiness of evaluation played an mediation roles between reference-anchoring and ratio difference framing relationship.
The Ex. 3 dealt with the moderating effects of consumer knowledge in influencing of information presentation mode on ratio difference framing. The results showed that there were no interaction effects between framing and information presentation mode for experts. However, for novice, as shown in <Figure 6>, there were ratio difference framing in joint evaluation mode but no ratio difference framing in separation evaluation mode.