Consumers tend to favour higher-priced items when those products are associated with messages that emphasise an increase in positive qualities rather than a decrease in negative ones. This subtle shift in how information is presented—known as positive framing—can meaningfully influence buying behaviour, according to new research from Washington State University. The study reveals that when a product’s attributes are described in a way that highlights improvements or gains, consumers perceive a stronger and more justified relationship between quality and cost. In other words, framing a product’s value in favourable terms makes it easier for shoppers to see the higher price as reasonable or even desirable.

To illustrate this phenomenon, researchers created a scenario involving two pre-owned electric vehicles with different prices and battery capacities. One car had 80% of its battery life remaining and cost $40,000, while the other had 90% capacity left and cost $45,000. When these figures were presented positively—as increasing battery capacity aligned with a higher price—participants viewed the more expensive car as offering better value. However, when the same data were reframed negatively, focusing instead on how much battery life had been lost (20% versus 10%), this perception weakened. Despite both framings conveying identical factual information, consumers responded differently simply because one presented the relationship between cost and benefit as moving in the same direction, whereas the other described them as opposites.

Kunter Gunasti, associate professor of marketing at WSU’s Carson College of Business and coauthor of the study, refers to this concept as “relationship sign framing.” He explains that when price and product attributes are described as moving together—such as higher cost paired with higher performance—people naturally interpret the relationship as more meaningful. “Each extra dollar feels like it buys more benefit,” Gunasti said. Conversely, when the relationship is described as inverse, such as a higher price but less of a negative attribute, the link between cost and value feels weaker. Shoppers are therefore more likely to gravitate toward cheaper alternatives. This suggests that consumers not only assess what they are paying for but also how that information is presented, finding positive associations cognitively easier to process and more intuitively appealing.

To ensure this effect was not limited to a single type of purchase, the researchers replicated the experiment using a different product category: bike helmets. In one condition, the helmets were described by how much impact they absorbed—a positively framed attribute that increased with price. In the other, they were described by the effect transmitted to the wearer’s head—a negatively framed attribute that decreased with price. Although both framings communicated equivalent protection levels, participants again perceived greater value in the higher-priced helmets when the information was framed positively. This consistency across both new and used goods suggests that relationship sign framing is a general psychological principle that can influence consumer behaviour across various product types.

Interestingly, the study also found that the effect of positive framing was more pronounced for luxury or hedonic goods—items purchased for pleasure rather than practicality. Products such as holidays, designer clothes, or sports cars tend to elicit an emotional response, prompting buyers to focus on what they gain from the purchase. In these cases, positive framing magnified the appeal of high-end options, reinforcing the idea that higher prices signal greater enjoyment or quality. Conversely, when it came to everyday utilitarian goods like cleaning products, household appliances, or tyres, the effect diminished. Shoppers considering practical purchases appeared more cost-conscious and focused on what they were spending rather than what they might gain, making them less susceptible to framing influences.

The findings hold valuable implications for marketers seeking to tailor messages to different market segments. Brands positioned at the premium end of the market can benefit from positive framing, emphasising how an increase in desirable attributes—such as durability, comfort, or efficiency—justifies a higher price tag. Budget or value-oriented brands, on the other hand, might strategically use negative framing to weaken the perceived connection between cost and product quality, reinforcing the appeal of affordability. Beyond marketing, the study offers an important reminder for consumers as well: the way information is presented can shape perception, even when the facts remain unchanged. As Gunasti advises, a mindful shopper should mentally reframe product descriptions to see both positive and negative versions. Doing so helps neutralise the subtle bias introduced by framing and promotes more deliberate, informed decision-making in the marketplace.

More information: Kunter Gunasti et al, Relationship-sign framing: The sign of attribute relationships influences product preference via perceived relationship magnitude, Nature. DOI: 10.1007/s11002-025-09785-3

Journal information: Nature Provided by Washington State University