About My Health Careers Internship MedBlogs Contact us
Medindia LOGIN REGISTER
Advertisement

Chimpanzees are Also Influenced by Marketing Spin's Positive-Negative Framing

by Bidita Debnath on February 12, 2015 at 10:46 PM
Font : A-A+

 Chimpanzees are Also Influenced by Marketing Spin's Positive-Negative Framing

Humans aren't the only species to be influenced by marketing spin, closest primate relatives like apes and chimpanzees are susceptible too, reveals a new research.

A Duke University study has found that positive and negative framing make a big difference for chimpanzees and bonobos too.

Advertisement

In experiments conducted at Tchimpounga Chimpanzee Sanctuary in the Republic of Congo and Lola ya Bonobo Sanctuary in the Democratic Republic of Congo, researchers presented 23 chimpanzees and 17 bonobos with a choice between two snacks, a handful of nuts and some fruit.

Chimps and bonobos were more likely to choose the fruit over the nuts when they were offered a smaller amount of fruit but sometimes got more, versus when they were initially offered more but sometimes got less, despite receiving equal average payoffs in both scenarios.
Advertisement

The preference for the option framed as a prize rather than a penalty was especially strong in males, the researchers found.

Co-author Christopher Krupenye said that people tend to prefer something more when you accentuate its positive attributes than when you highlight its negative attributes, even when the options are equal.

Krupenye added that historically, researchers thought these kinds of biases must be a product of human culture, the way they're socialized or their experience with financial markets, but the fact that chimps and bonobos, humans' closest living primate relatives, exhibit the same biases suggests they're deeply rooted in human's biology.

He added that that means it's very difficult to overcome these biases, but it is possible to create environments that might help humans make better choices.

The study appears in the journal Biology Letters.

Source: ANI
Advertisement

Advertisement
News A-Z
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
News Category
What's New on Medindia
Ways to Manage Stress during COVID-19 Pandemic
Can Adjusting Fatty Acid Intake Improve Mood in Bipolar Disorder Patients?
Insulin Resistance Doubles the Risk of Major Depressive Disorder
View all

Medindia Newsletters Subscribe to our Free Newsletters!
Terms & Conditions and Privacy Policy.


Recommended Reading
Chimpanzees are Capable of Referring to Objects and Socially Learn Meaningful Calls
Evolutionary biologist from the University of Zurich together with English researchers showed that ....
Here is How Chimpanzees Develop 'Culture' Like Humans
An insight into how chimpanzees share skills and develop "culture" in the wild like humans has been ...
Boy Moms More Social in Chimpanzees
Among Tanzanian chimpanzees, the mothers of sons are about 25 percent more social than the mothers ....
Study Looks into Tool Constructing Capabilities of Chimpanzees
Researchers studying chimpanzees have found that the animals construct and make use of a number of ....

Disclaimer - All information and content on this site are for information and educational purposes only. The information should not be used for either diagnosis or treatment or both for any health related problem or disease. Always seek the advice of a qualified physician for medical diagnosis and treatment. Full Disclaimer

© All Rights Reserved 1997 - 2021

This site uses cookies to deliver our services. By using our site, you acknowledge that you have read and understand our Cookie Policy, Privacy Policy, and our Terms of Use