The ANOVA showed a significant main effect of price frame on reaction time (RT), F(2, 56) = 7.030, p = 0.004, ηp2 = 0.201. As illustrated in Figure 2B, pairwise comparison indicated shorter RT for ZP (M = 1,387.390 ms, S.E. = 86.931) than NP (M = 1,484.370 ms, S.E. = 95.516, p = 0.004). However, the contrast between ZP and LP (M = 1,406.854 ms, S.E. = 79.764, p = 1.000), as well as that between NP and LP (p = 0.073), was not significant.