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中文摘要：
有不少研究证明，以不同的框架表达性质上相同的信息，会对顾客的感知与判断产生可观的影响。在评价感知价值（“质量／价格”比率）的作用时，我们预测消费者会受到一种比率认知偏差的影响。这种偏差会使他们相对高估质量（分子）的作用，而低估价格（分母）的作用。在第一项研究中，我们发现“给定价格下，对质量的评价”的表达方式对感知价值这个构念贡献的信息高于“给定质量下，对价格的评价”。第二项研究发现，就影响顾客满意而言，“给定价格下，对质量的评价”的表达方式比“给定价格下，对质量的评价”的表达方式提供了更强的预测力。最后，我们讨论了这种认知偏差的来源和意义。
英文摘要：
It is well documented that presentation of qualitatively equivalent information in different frames has considerable impacts on consumer perception and judgment. When evaluating the impact of perceived value （＂quality/ price＂ ratio）, we predict that consumers may be subject to a ratio cognition bias that leads them to relatively overweigh the effect of quality （numerator） and underweigh the influence of price （denominator）. In the first study, presentation format of ＂rating of quality given price＂ contributed more information to the construct perceived value than the ＂rating of quality given price＂ format. The second study found that ＂rating of quality given price＂ format provided stronger predictive power in driving customer satisfaction than the ＂rating of quality given price＂ format. Finally, discussion focuses on the source and the implications of this cognition bias.
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