Framing call pricing

Framing Effect and Telecommunications
Intervention Telecommunications

Intervention Description

Framing consumer decisions in different ways has been known to help consumers make better decisions, especially in the telecommunications. To help consumers make better choices about calling non-geographic numbers, calling options were framed in a few different ways. Some of the framing differences between groups included: no information about call charges when making a call, information about the maximum price they may be charged for a call, information about the exact price their call would cost and whether access charges and/or service charges were incurred across each of these conditions. Researchers found that informing consumers of prices at the time when they made a call helped consumers make better decisions.