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- Title
Positive Framing Effect: A Mixed Method Study on the Buying Behavior of Filipino Millennials.
- Authors
Tengco-Pacquing, Maria Criselda M.; Bustamante, Racquel N.; Cabanban, Andrea Patricia E.; Cosare, Mary Bernadette M.; Christopher C. Gamez, Vince Andre
- Abstract
There is a scarcity of research conducted on the effect of positive framing on Filipino millennials. Since in foreign studies positive framing is indeed effective in persuading consumers because of the highlighted gains in purchasing a product, the present study aimed to determine if positive framing would affect the buying behavior of Filipino millennials. According to the Prospect Theory the framing effect is an occurrence by which the decisions individuals make are deliberately modified by the language utilized in the formulation of choices. The study utilized a mixed method explanatory-sequential research design. For the quantitative phase, the participants were 800 Filipino millennials with ages ranging from 18 to 34 years old, whereas 16 participants took part in the qualitative phase. Results revealed that Filipino millennials prefer positive goal framing as compared with positive attribute framing. These findings suggest that frugality and instant gratification are the reasons why Filipino millennials prefer positive goal framing and that product truth, rationality, and generation dependent are the explanations why they do not prefer positive attribute framing
- Publication
North American Journal of Psychology, 2019, Vol 21, Issue 1, p151
- ISSN
1527-7143
- Publication type
Academic Journal