Affective debiasing: Focusing on emotion during consumption attenuates attribute framing effects

One of the most pervasive findings in attribute framing research is the valence consistent shift; that is, positively valenced frames (e.g., 95% natural ingredients) are preferred over semantically equivalent but negatively valenced frames (e.g., 5% artificial ingredients). Despite the robustness of this finding, it has primarily been observed in judgments of prospective or hypothetical consumption. When valenced frames are presented during or immediately prior to an actual consumption experience, evidence for the valence consistent shift is weaker and less conclusive. In the present research, we propose and show that individuals' susceptibility to a valenced frame encountered around the time of a related consumption experience depends on whether they focus primarily on their cognitions or their emotions during the experience. Specifically, five experiments provide evidence that the valence consistent shift is attenuated in visual, auditory, and (simulated) gustatory consumption contexts when individuals are prompted to rely more on affective (vs. cognitive) inputs. Implications for both theory and practice are discussed.