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EMAC 2019 Annual Conference

Inducing desired behavioral intentions: An experimental study on choice architectures and framings

Published: May 28, 2019


Meikel Soliman, Leuphana University Lüneburg


Choice Architecture; framing; decision making


Policy makers and marketers alike try to leverage on changing choice architectures to increase compliance with a desired behavior. However, choice architectures and framings vary in their ability to induce desired behavioral intentions. In the present study, the author considers three choice architectures and three framings as instruments to induce desired behavioral intentions in a blood donation context. The author is not aware of any prior consumer study that has compared three choice architectures with one another or in the context of different framings. The study contributes to consumer research by showing that in an online-experiment active choice architectures are more effective to induce desired behavioral intentions than default-options and forced active choice architectures. Additionally, a simple “yes/no” framing as a response option yields the most behavioral intentions.