Function of Consumable Nature in Dairy Products


Read and respond to the questions provided below under “Specific Question Prompt Instructions”. Your response must include references to the lecture, powerpoint, and/or text to ensure you have studied the material before you begin applying the material. See the rubric for guidelines regarding the exact manner in which you should reference the material. Your response must be ONE page in length and must be written in essay style consisting of paragraphs. There is no need to refer to the question numbers in your response. See the rubric for guidelines on how you will be graded with regard to length. Find ONE article to support your answer to the questions, and refer to it ANYWHERE in your response and upload the article with your Word document. If you include a quotation, you must explain what your quotation means and why it is relevant. Refer to the rubric to see how you will be graded in reference to incorporating the article within the text of your response. Include a reference page in APA style for each submission. The articles must be 7 to 20 pages long, published within the last 10 years, and peer reviewed. See the rubric for specifics on how you will be graded.


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Framing Effects

Li, Sun, & Wang (2007) in their article “50% Off or Buy One Get One Free? Frame Preference as Function of Consumable Nature in Dairy Products,” provide an overview of a number of types of framing effects. With framing effects, the person is presented with two choices that will lead to the same result, but the wording of each option influence which one people are more likely to select. In their experiment, Li, Sun, & Wang (2007) found that the consumable nature of the item influence which deal the person was likely to perceive as being preferred. For low consumption items, participants preferred price promotions (e.g., 50% off of an item) while for high consumption items, the preferences was for extra-product promotions (e.g., the buy one get one free).

Framing Examples from Li, Sun, & Wang (2007):

  • Consumers, for an item that in the end would cost the same, were more accepting of forgoing a discount rather than accepting a surcharge.
  • Consumers were more likely to buy beef when it was labeled 75% lean versus when it was labeled 25% fat.
  • Consumers selected a price reduction in terms of a percentage or a dollar amount depending on the cost of the item. For more expensive items, consumers preferred the price reduction in dollars over a percentage because it seemed more significant. However, for inexpensive items, consumers prefer a price reduction stated in terms of percentage which appears larger.


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Please see attached article: Li, Sun, & Wang 2007.pdf download


  • What do framing effects tell us about people’s judgment and decision making abilities?
  • Why do you think frame effects occur?
  • Do you think knowing about framing effects will influence you future decisions?
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