Understanding the framing effect: do affective responses to decision options mediate the influence of frame on choice?

Emily Stark, Austin S. Baldwin, Andrew W. Hertel, Alexander J. Rothman

Research output: Contribution to journalArticle

2 Scopus citations

Abstract

Little research has examined how gain- and loss-framed options influence participants’ affective states. In the current paper, we present two studies that measure affective responses to framed options to identify a potential mediator of the relation between frame and choice. We found that participants reported more positive responses after reading gain-framed options that presented a certain outcome compared to loss-framed options that presented a certain outcome, consistent with the choice patterns of the framing effect. We also found that framing effects were mediated by affective evaluation of the options. We suggest future researchers continue to assess the influence of affective response on evaluating options and making decisions.

Original languageEnglish (US)
Pages (from-to)1585-1597
Number of pages13
JournalJournal of Risk Research
Volume20
Issue number12
DOIs
StatePublished - Dec 2 2017

Keywords

  • affect
  • decision-making
  • framing effect
  • social cognition

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