Buying group choice: The effect of individual group member's prior decision frame

Abstract

Abstract This article reports the results from two experiments that tested decision‐framing effects on choices made by simulated organizational buying groups. The first experiment showed that the choice of suppliers by buying groups varied depending on the nature of the decision frame. Moreover, group influence seemed to intensify the effect of the loss decision frame. The second experiment tested whether mixed‐frame groups used a lexicographic strategy to make multidimensional supplier choice decisions. Buying groups faced with a choice between two suppliers that differed with respect to price and quality chose the supplier that was best on the most important attribute—quality. Also, the decision frame associated with the important attribute affected the buying groups' choices. © 2002 John Wiley & Sons, Inc.