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Title: Comparing two tiny giants or two huge dwarfs? Preference reversals owing to number size framing
Authors: Wong, Ellick Kin Fai
Kwong, Jessica Y. Y.
Keywords: Preference reversals
Prospect theory
Issue Date: 2005
Citation: Organizational behavior and human decision processes, vol. 98, iss. 1, Sept. 2005, p. 54-65
Abstract: Previous research has found that changes in irrelevant information, evaluation scales, or evaluation modes can lead to preference reversals. Drawing upon prospect theory, we introduced number size preference reversals, which occur under two conditions sharing identical information, evaluation mode, and evaluation scale. That is, for multiple options that have tradeoffs between attributes, an option is favored more when its superior attribute is framed with small numbers than when it is framed with large numbers. We tested the number size preference reversal in six experiments, demonstrating that it occurred in different background settings, remained stable when different evaluation scales were used, and was not contingent upon positive-negative attribute frames.
Rights: Oranizational behavior and human decision processes © copyright 2005 Elsevier. The Journal's web site is located at
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