框架效应的应用研究及其应用技巧

个体的决策及偏好常会因信息的表达方式而变, 研究者将这种违背期望效用理论不变性的现象称之为“框架效应”。框架效应体现了人类非理性决策的普遍性, 也为合理利用人类的决策特点以干预其决策行为提供了重要契机。本文总结了框架效应在健康行为、市场营销及环保领域中的应用研究, 着重分析了数量信息的表达技巧, 如风险信息的呈现、数量单位的选择以及图形的物理属性设计, 旨在探讨如何在实践过程中通过变化信息呈现方式以实现对人类决策行为的重要影响。     

Thinking about product attributes: Investigating the role of unconscious valence processing in attribute framing

In the present investigation we conducted three studies to examine how unconscious valence processing influences participants' quality judgments in an attribute-framing task. In Studies 1 and 2 we observed how individuals who had depleted cognitive resources, through distraction (Study 2) and time constraint (Study 3), differed in their responses to an attribute-framing task. In Study 3 we subliminally primed participants with attribute frames and then presented them with a frameless decision task. Our results revealed that attribute framing arises from unconscious valence processing and conscious processing may only play a role when the frame is especially salient.     

Decision-making and the framing effect in a foreign and native language

Recent research using scenarios such as the Asian disease problem has demonstrated a “foreign-language effect”, whereby the framing effect (tendency to be risk-averse in a gain frame and risk seeking in a loss frame) is not (or not as) apparent in the foreign language as the native language. The aim of the current study was to further investigate decision-making and the framing effect in a native language, Thai and a foreign language, English, using the Asian disease/Financial crisis problem (Study 1) and a novel financial decision-making task (Study 2). Results from Study 1 confirmed previous findings as a foreign-language effect emerged. In contrast, in Study 2, a framing effect emerged in both the native and foreign languages of the Thai participants. These contradictory results point to language factors as well as emotional and cognitive demands of the task contributing to the occurrence of the foreign-language effect.     

社会偏好中的框架效应

社会偏好中的框架效应是指, 个体在决策中受到选择方案框架形式的影响而表现出合作、互惠及利他行为及倾向改变的现象, 是框架效应在社会偏好领域的运用。预期理论、错误知觉说、心理动力模型、情绪维护理论以及解释水平理论分别从价值函数、知觉偏差、内部心理动力、情绪及认知表征角度解释了社会偏好中的框架效应, 心理距离、价值取向、人格特质和文化等因素对社会偏好中的框架效应具有重要影响。未来的研究需要从社会偏好中的框架效应的心理机制与神经机制、研究范式及外部效度改进等方面作进一步探讨。     

The role of rational and experiential processing in influencing the framing effect

Research on individual differences and the framing effect has focused primarily on how variability in rational processing influences choice. However, we propose that measuring only rational processing presents an incomplete picture of how participants are responding to framed options, as orthogonal individual differences in experiential processing might be relevant. In two studies, we utilize the Rational Experiential Inventory, which captures individual differences in rational and experiential processing, to investigate how both processing types influence decisions. Our results show that differences in experiential processing, but not rational processing, moderated the effect of frame on choice. We suggest that future research should more closely examine the influence of experiential processing on making decisions, to gain a broader understanding of the conditions that contribute to the framing effect.     

Effects of valence and framing in decision making II: Estimating subjective weighting1

Abstract: In comparison between choice options, judgments of “How much better is a preferred option?” and “How much worse is a less preferred option?” may differ in their magnitudes. Such discrepancies are called “valence effects.” Previously, Yamagishi and Miyamoto (1996) observed systematic positive valence effects (“Better” exceeding “Worse”) in the domain of gains and systematic negative valence effects (“Worse” exceeding “Better”) in the domain of losses. The current experiment used the directions of valence effects as a tool to assess the decision maker's interpretation of choice tasks under the “framing effect” ( Tversky & Kahneman, 1986 ). Preferences under the framing effect switch from certain options in the domain of gains to uncertain options in the domain of losses. This study examined whether preferences for certain options were associated with positive valence effects, whereas preferences for uncertain options were associated with negative valence effects. Moreover, conditions under which preference reversals under the framing manipulations ceased to occur were examined. The effects of valence showed that framing effects ceased to occur when decision makers maintained consistent task interpretations as pertaining to gains or to losses. Most importantly, the pattern of subjective weighting under the valence effects was consistent with previous explanation of valence effects ( Yamagishi & Miyamoto, 1996 ). Possibilities for extending the current findings to understanding related psychological phenomena are discussed.     

Choices and opportunities: another effect of framing on decisions

Many decisions can be framed either as ‘choices’ between alternative courses of action (e.g. Should I move to New York or stay in Chicago?) or as ‘opportunities’ to pursue a particular course of action (i.e. Should I move to New York?). Although there is no logical difference between these two different decision frames, there may be important psychological differences between them. In four studies, we explore the differences between ‘choices’ and ‘opportunities’. The results of Studies 1 and 2 show that college students view many of the decisions they typically face as opportunities, rather than choices. Further, the results of Study 2 suggest that the frame students adopt is systematically related to the preferences they express. The latter finding led to Studies 3 and 4, where we show that preferences can be influenced by encouraging people to adopt one decision frame rather than another. © 1998 John Wiley & Sons, Ltd.     

右侧颞顶联合区及道德加工脑网络的功能连接预测社会性框架效应：来自静息态功能磁共振的证据

社会性框架效应指个体进行社会性决策时, 描述方式(即框架)对其选择倾向的影响。采用“伤害/帮助框架”范式, 本研究在行为上发现了显著的框架效应：被试在伤害框架下比帮助框架下, 更倾向于选择利他选项, 这可能是由于伤害框架凸显了伤害他人的后果及有意性, 从而提高了道德冲突水平。在神经活动上发现(1)静息态下, 右侧颞顶联合区(TPJ)的低频振荡振幅(ALFF)与框架效应强度存在显著正相关; (2)道德加工相关脑区构成的局部脑网络内部的功能连接强度(FC)能够有效预测框架效应强度。本研究首次利用静息态功能连接探讨个体的社会性决策受到语言表述方式影响的神经机制, 为进一步揭示社会决策中的个体差异提供了神经学证据。     

The moderating role of objective and subjective numeracy in attribute framing

Previous research has found that objective numeracy moderates framing effects: People who are less numerate were found to be more susceptible to goal‐framing and attribute‐framing effects than people who are highly numerate. This study examined the possibility that subjective numeracy likewise moderates attribute framing in contexts where participants are presented with percentages of success or failure. The results show that compared with highly numerate participants, less numerate participants were more susceptible to the effect of attribute framing. Interestingly, this moderating effect was revealed only when using objective numeracy measures, and not when subjective numeracy measures were used. Future research is suggested to replicate these findings, to establish the generalizability of numeracy as a moderator of other cognitive biases, and to examine several possible theoretical explanations for the differential moderation of attribute‐framing bias.     

The Effect of Transparency on Framing Effects in Within‐Subject Designs

A long‐lasting assumption about the framing effect is that if the participants discover the purpose of the experiment in a within‐subject design, then this test transparency would trigger them to override their initial answer and make coherent choices. For this reason, researchers try to mask the connection between the two parts of the test by inserting filling questions or a time delay between the two parts of the test. In this research, we explored the extent to which these customarily used masking solutions are effective in increasing test sensitivity for the framing effect. In three experiments, we assessed the effect of masking on the tests of the attribute framing and the risky‐choice framing effects. Contradicting the general belief, our results indicate that these effects are already measurable without any masking or delay and we found no convincing evidence that the attempts to decrease task transparency provide worthwhile benefits for general tests of the effect. Beyond their practical relevance, the results question whether the test is a good measure of coherence rationality and better suit those accounts that suggest that the two parts of the framing tasks cannot be regarded as identical. Copyright © 2017 John Wiley & Sons, Ltd.     

阈下特征框架效应心理机制初探

特征框架效应是指当分别以积极框架和消极框架来描述给定情景中的某一事物或事件的关键特征时,一般情况下人们更偏好以积极框架来描述其关键特征的事物或事件的现象.本研究通过2个实验验证了阈下特征框架效应的存在及其产生机制.实验一发现,阈下特征框架效应只在有时间压力下才会产生.实验二发现,被试对与框架类型一致的词汇判断的反应时比对与框架类型不一致的词汇判断的反应时更快,这在一定程度上说明特征框架效应的产生是因为框架激活了与框架一致性的信息,起到了语义启动的作用,从而导致被试判断任务的评定值偏向该框架类型.     

Tracking hand movements captures the response dynamics of the evaluative priming effect

We tested the response dynamics of the evaluative priming effect (i.e. facilitation of target responses following evaluatively congruent compared with evaluatively incongruent primes) using a mouse tracking procedure that records hand movements during the execution of categorisation tasks. In Experiment 1, when participants performed the evaluative categorisation task but not the non-evaluative semantic categorisation task, their mouse trajectories for evaluatively incongruent trials curved more toward the opposite response than those for evaluatively congruent trials, indicating the emergence of evaluative priming effects based on response competition. In Experiment 2, implementing a task-switching procedure in which evaluative and non-evaluative categorisation tasks were intermixed, we obtained reliable evaluative priming effects in the non-evaluative semantic categorisation task as well as in the evaluative categorisation task when participants assigned attention to the evaluative stimulus dimension. Analyses of hand movements revealed that the evaluative priming effects in the evaluative categorisation task were reflected in the mouse trajectories, while evaluative priming effects in the non-evaluative categorisation tasks were reflected in initiation times (i.e. the time elapsed between target onset and first mouse movement). Based on these findings, we discuss the methodological benefits of the mouse tracking procedure and the underlying processes of evaluative priming effects.     

The Role of Inference in Attribute Framing Effects

Previous research has shown that a speaker's choice between logically equivalent frames is influenced by reference point information, and that listeners draw accurate inferences based on the frame. Less clear, however, is whether these inferences play a causal role in generating attribute framing effects. Two experiments are reported, which suggest that frame‐dependent inferences are sufficient to generate attribute framing effects, and that blocking such inferences may block framing effects. Experiment 1 decomposed the typical framing design into two parts: One group of participants saw a target described in one of two attribute frames and reported their estimates (inferences) of the typical attribute value. These estimates were then given to a second group of yoked participants, who evaluated the target. Although this latter group was not exposed to different attribute frames, they nevertheless exhibited a “framing effect” as a result of receiving systematically different inferences. In contrast, Experiment 2 shows that experts—who are familiar with an attribute's distribution and are therefore less likely to draw strong frame‐based inferences—exhibit a diminished framing effect. Together, these findings underscore the role of inferences in the generation and attenuation of attribute framing effects. Copyright © 2017 John Wiley & Sons, Ltd.     

Approach/avoidance motivation, message framing, and health behavior: understanding the congruency effect

Health messages framed to be congruent with individuals’ approach/avoidance motivations have been found to be more effective in promoting health behaviors than health messages incongruent with approach/avoidance motivations. This study examines the processes underlying this congruency effect. Participants (undergraduate students, N=67) completed a measure of approach/avoidance orientation (the BIS/BAS scales) and read either a gain- or loss-framed message promoting dental flossing. Results demonstrated a congruency effect: Participants who read a congruently framed message had greater flossing efficacy, intended to floss more, and used more dental flosses than did the participants who read an incongruent message. Moreover, intention to perform the behavior predicted the congruency effect and self-efficacy mediated participants’ intentions to perform the health behavior. Discussion centers on the role of personality factors and situational factors in models of behavior change.

Temporal framing and the hidden‐zero effect: rate‐dependent outcomes on delay discounting

Recent research suggests that presenting time intervals as units (e.g., days) or as specific dates, can modulate the degree to which humans discount delayed outcomes. Another framing effect involves explicitly stating that choosing a smaller–sooner reward is mutually exclusive to receiving a larger–later reward, thus presenting choices as an extended sequence. In Experiment 1, participants (N = 201) recruited from Amazon Mechanical Turk completed the Monetary Choice Questionnaire in a 2 (delay framing) by 2 (zero framing) design. Regression suggested a main effect of delay, but not zero, framing after accounting for other demographic variables and manipulations. We observed a rate‐dependent effect for the date‐framing group, such that those with initially steep discounting exhibited greater sensitivity to the manipulation than those with initially shallow discounting. Subsequent analyses suggest these effects cannot be explained by regression to the mean. Experiment 2 addressed the possibility that the null effect of zero framing was due to within‐subject exposure to the hidden‐ and explicit‐zero conditions. A new Amazon Mechanical Turk sample completed the Monetary Choice Questionnaire in either hidden‐ or explicit‐zero formats. Analyses revealed a main effect of reward magnitude, but not zero framing, suggesting potential limitations to the generality of the hidden‐zero effect.     

The dissociable influence of social context on judgements of facial attractiveness and trustworthiness

The cheerleader effect occurs when the same face is rated to be more attractive when it is seen in a group compared to when seen alone. We investigated whether this phenomenon also occurs for trustworthiness judgements, and examined how these effects are influenced by the characteristics of the individual being evaluated and those of the group they are seen in. Across three experiments, we reliably replicated the cheerleader effect. Most faces became more attractive in a group. Yet, the size of the cheerleader effect that each face experienced was not related to its own attractiveness, nor to the attractiveness of the group or the group’s digitally averaged face. We discuss the implications of our findings for the hierarchical encoding and contrast mechanisms that have previously been used to explain the cheerleader effect. Surprisingly, judgements of facial trustworthiness did not experience a ‘cheerleader effect’. Instead, we found that untrustworthy faces became significantly more trustworthy in all groups, while there was no change for faces that were already trustworthy alone. Taken together, our results demonstrate that social context can have a dissociable influence on our first impressions, depending on the trait being evaluated.     

A naturalistic study of the impact of message framing on highway speeding

Speeding is the most common road violation, and is one of the main causes of crashes. To protect road users, authorities use sanctions and preventive measures to prompt drivers to observe speed limits. However, the efficacy of prevention messages varies according to a number of factors, among which risk framing is important. We ran a study to test whether gain is more effective than loss (framing effect). Four anti-speeding messages were presented on variable-message signs, along one side of a busy 8-lane highway in France (speed limit: 130 km/h – 80 mph), during 6 weekends. Within a between subject design, the messages differed in orientation (gain vs. loss vs. no message) and theme (crash vs. fuel consumption). The drivers’ speed was recorded on the highway 2 km (1.25 miles) after the sign (6486 recordings of speed). The results showed that speed was lower when a message was displayed than in the control condition, and when the message was gain-framed rather than loss-framed. These effects were stronger on the left lanes (overtaking lanes). Hence, gain framed messages are recommended for prevention campaigns at least when no risk factor is salient.     

Reflections of the self: how self‐esteem determines decision framing and increases risk taking

Historically, research examining the influence of individual personality factors on decision processing has been sparse. In this paper we investigate how one important individual aspect, self‐esteem, influences imposition and subsequent processing of ambiguously, negatively or positively framed decision tasks. We hypothesized that low self‐esteem individuals would impose a negative frame onto ambiguous decision problems and would be especially sensitive to negatively framed decision tasks. In Study 1 we utilized a self‐framing procedure and demonstrated that HSE participants were evenly divided in the hedonic valence they self‐imposed whereas LSE participants were more likely to self‐impose a negative frame. When these differences were accounted for, HSE and LSE participants were equivalent in risk seeking/avoiding choices. Study 2 used a risky‐choice framing task and found that LSE individuals were especially sensitive to the negative frame. Study 3, provided converging evidence and generalization of these findings to a reflection tasks involving money. Copyright © 2006 John Wiley & Sons, Ltd.