Consumer Marketing just conducted a two-phase survey. In the first phase, the survey questions were worded such that the answers tended to sound positive. In the second phase, the survey questions were reworded so the answers tended to convey a negative feeling. Both sets of survey questions should have resulted in similar results as the information solicited was essentially identical. However, the survey results varied significantly. This survey best illustrates which one of the following?
A) Mental accounting
B) Overconfidence
C) Self-attribution bias
D) Confirmation bias
E) Frame dependence

Question

Quizplus · Accepted Answer

This survey best illustrates frame dependence, which refers to how the way information is presented or framed can have a significant impact on people's perceptions and decision-making. In this case, the different framing of the survey questions resulted in significantly different responses, even though the underlying information being solicited was the same.

Consumer Marketing Just Conducted a Two-Phase Survey