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Based on the Prospect Theory by Kahneman and Tversky (1979) and the Impression Formation Theory by Fiske and Neuberg (1990), this research examines decision makers¡¦ information attention for subjects who are required to judge under framing. The eye-tracking technology is applied to evaluate decision makers¡¦ information attention. The results indicate that, as predicted by the Prospect Theory, the effect of framing is observed in both positive and negative framed conditions. Overall, the study finds that subjects in negative frames exert more effort in information attention than those in positive frames. Concerning the effect of the need for cognition (NC) trait in negative framing conditions, the finding shows that subjects who have a higher level of NC exert more effort in information attention than the low NC subjects. In addition, subjects with high a higher level of math ability focus exert more attentional effort on possible outcomes and probabilities in positive framing but not in negative framing. Finally, the result shows that there is no relationship between information attention and the framing effect, indicating that the framing effect is resilient to the influence of information attention effort induced by both the personality traits like NC and the mechanism like deep thought. Collectively, these results pave the way for future research to study cognitive processes under framing so that we can understand how different information representations may increase or lessen the effect of framing.

Background: Brands have started paying attention to brand authenticity since consumer demand for authenticity is increasing. Especially Gen Z is constantly seeking for authentic, inclusive, and diverse brands as they are the first generation to choose brands based on authenticity. Especially the LGBTQ community’s representation in advertising is often perceived as inauthentic and superficial. Since Gen Z is not only a big consumer of fast fashion but also the first to include fast fashion as part of their everyday life, the fast fashion industry is required to be more authentic in its use of LGBTQ in advertising. Purpose: The purpose of this study is to explore how Gen Z perceives LGBTQ images in fast fashion advertising and how this impacts brand authenticity. Method: For this study, an exploratory research design with a qualitative approach was applied. Using an abductive approach, existing literature was used as a basis to create the conceptual model of this study. Further, a fictional fast fashion brand including five advertisements were created and presented to twenty informants during semi-structured interviews to gain a more in-depth understanding of the research problem. Conclusion: The study found that Gen Z’s perceptions of LGBTQ images in fast fashion advertising can be classified into three categories: positive, neutral, and negative perceptions. Informants with a positive perception perceived the brand to be authentic whilst informants with a negative perception the opposite. Since informants with a neutral perception sometimes had similar perceptions as the informants with a positive or negative perception, no clear answer on their perception of brand authenticity can be given.