Product recommendations influence consumers' purchasing decisions, but not all advice is equally persuasive. This research examines how the framing of recommendations impacts advice-taking and buying behavior. Integrating prototypicality and framing theories, we propose the concept of a prototypical framing effect whereby advice framed with prototypical cues is more influential than advice framed peripherally. A pilot study conceptualizes this effect and develops experimental materials. Study one tests hypotheses that prototypically-framed advice increases advice-taking (H1) and buying behavior (H2) compared to peripherally-framed advice. Study two also examines identity salience as a moderator, hypothesizing stronger prototypical framing effects when identity salience is high (H3 & H4). Results will demonstrate the persuasive impact of prototypical recommendation frames, offering theoretical and practical insight into effective advice-giving. This research elucidates how subtle framing techniques can shape consumers’ receptiveness to recommendations and willingness to purchase recommended products.
Yuan, Yimei and ling, bin, "The Prototypical Framing Effect in Product Recommendation" (2023). ICEB 2023 Proceedings (Chiayi, Taiwan). 73.