Framing and the Price Elasticity of Private and Public Goods Journal Article uri icon



  • The purpose of this research is to show that goods framed to emphasize their association to political concerns produce a distribution of willingness to pay (WTP) different from that produced when the same goods are framed to emphasize their instrumental qualities. Specifically, we hypothesize and find that symbolic presentations of both market and nonmarket goods produce a WTP distribution that is characterized by higher variance and weaker price elasticity than that produced by instrumental presentations of these goods. In addition, we find support for the proposition that changes in the price elasticity of a good are produced by respondents’ differential reliance on instrumental and symbolic considerations. Results are discussed in terms of their implications for marketing and mass politics.

publication date

  • January 1, 1995

has restriction

  • closed

Date in CU Experts

  • May 31, 2014 3:25 AM

Full Author List

  • Green DP; Blair IV

author count

  • 2

Other Profiles

International Standard Serial Number (ISSN)

  • 1057-7408

Electronic International Standard Serial Number (EISSN)

  • 1532-7663

Additional Document Info

start page

  • 1

end page

  • 32


  • 4


  • 1