price, as opposed to a raised initial price, when no additional assurances of product quality were given. This prediction implies that negative quality inferences are capable of moderating positive discount framing (Darke & Chung, 2005, p. 37).
Attribute framing varies from gain/loss framing and TUT. This type of framing occurs when variations in an aspect of product description lead consumers to positively or negatively associate characteristics with the product, which in turn influences valence of further product evaluations. Attribute framing is increased by confirmatory bias (Darke & Chung, 2005, p. 37). Confirmatory bias occurs when initial changes in anticipation from priming effects causes greater shifts in evaluation via cognitive biases. Darke and Chung (2005, p. 38) found that eight-four percept of participants in their discount condition recognized the deal correctly. People in the full-price condition indicated that they paid the full price. An analysis of variance was performed for dependent measures, along
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