How consumers are affected by the framing of attribute information before and after consuming the product
Irwin Levin and Gary Gaeth test how the way attribute information is framed affects consumers' evaluations of ground beef, labelled either as lean or as fat, before and after they taste it. The lean label produced more favourable ratings, and the effect was smaller after consumers had tasted the beef. The authors explain this with an averaging model in which a diagnostic experience of the product dilutes the influence of the wording.
Irwin Levin and Gary Gaeth test how the way attribute information is framed affects consumers' evaluations of ground beef, labelled either as lean or as fat, before and after they taste it. The lean label produced more favourable ratings, and the effect was smaller after consumers had tasted the beef. The authors explain this with an averaging model in which a diagnostic experience of the product dilutes the influence of the wording.
Written from the abstract as published with the paper, read 2026-10-28.
What our sources record
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Levin, I. P., & Gaeth, G. J. (1988). How consumers are affected by the framing of attribute information before and after consuming the product. Journal of Consumer Research, 15(3), 374-378. doi:10.1086/209174 https://doi.org/10.1086/209174