• In the marketplace, consumers often encounter framed scenarios for optional product features, whereby they can add desired product options to a base model or delete undesired product options from a fully loaded model. The results of two experiments show that such option framing can influence consumers' decision making regarding the total number of finally chosen product options. Also, consumers' processing modes – rational versus experiential, can influence their choice behavior under option framing. Specifically, consumers choose a higher number of options in the delete (versus add) frame, and the effect is magnified when making decisions in an experiential mode, and it is diminished when making decisions in a rational mode. Moreover, cognitive constraints further moderate these effects.

Copyright © 2009 John Wiley & Sons, Ltd.