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

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.