“…Having pointed it out, a natural continuation for the future research would be to analyze empirical studies that had a goal to test fully or partly the models presented in the paper at hand (e.g., Pressley and Blevins (1984), Mayo and Marks (1990), Donoho, Polonsky, Roberts, and Cohen (2001), Vitell (1991), Vitell, Rallapalli, andSinghapakdi (1993), Vitell and Singhapakdi (1991), Hunt and Vasquez-Parraga (1993), Dubinsky and Ingram (1984), Zahra and LaTour (1987), Blodgett, Lu, Rose, and Vitell (2001), Cherry, Lee, and Chien (2003), etc.-testing Vitell (1986, 1993) model;Ferrell and Skinner (1988) testing Ferrell and Gresham (1985) model; Simga-Mugan, Daly, Onkal, and Kavut (2005) testing Jones (1991) model; etc.). The goal of such a research would be to detect the possibility of the framing effects in these studies and if they do exist, to improve the research instruments used in those studies so that results of the future empirical studies related to testing the models would not be possibly affected by the framing effects.…”