Framing Persuasive Appeals: Episodic and Thematic Framing, Emotional Response, and Policy Opinion

Those seeking to frame political issues to their advantage recognize the power of emotional appeals. Yet the study of framing has focused mainly on the cognitive effects of framing rather than on its emotional effects. This study presents the results of two experiments designed to explore the effect of episodic and thematic framing on emotional response and policy opinion. Participants were randomly assigned to read a column arguing against mandatory minimum sentencing that employed either a thematic or one of two episodic frames featuring a woman who received a harsh sentence under the policy. Episodic framing was more emotionally engaging. Furthermore, the specific emotions elicited by the episodic frame—sympathy and pity for the woman featured in the column—were associated with increased opposition to mandatory minimum sentencing. Yet the thematic frame was actually more persuasive once this indirect effect of frame on emotional response was taken into account. The results are consistent with the conclusion that framing effects on policy opinion operate through both affective and cognitive channels. The theoretical and practical implications of the study are discussed.     

Values, Framing, and Citizens' Thoughts about Policy Issues: Effects on Content and Quantity

This study examines how frames invoking a core value shape the content and quantity of citizens' thoughts about a policy issue. An experimental study showed that exposure to a pro-school voucher equality frame increased the probability that participants would invoke equality in their open-ended survey responses. Exposure to an anti-school voucher equality frame produced the same effect, as did exposure to both frames. At the same time, participants who received either frame or both frames provided fewer open-ended responses. Thus, the frames appeared to focus participants' thoughts on one value while reducing the overall extent to which they thought about the issue. In broader terms, value framing may have implications for the nature and quality of public deliberation about policy issues—a point that scholars should keep in mind when considering how to define and study framing effects.     

Deep thoughts and shallow frames: on the susceptibility to framing effects

This paper examines the occurrence of framing effects when more thought is given to problems. In Study 1, participants were presented with one of two frames of several decision problems. Participants' Need for Cognition (NC) scores were obtained, and half the participants were asked to justify their choices. Substantial framing effects were observed, but the amount of thought purportedly given to a problem, whether manipulated by justification elicitation or measured by NC scores, did not reduce the incidence of framing effects. In Study 2, participants responded to both frames of problems in a within‐subjects design. Again, NC scores were unrelated to responses on the first frame encountered. However, high‐NC, compared to low‐NC, participants were more consistent across frames of a problem. More thought, as indexed here, does not reduce the proclivity to be framed, but does promote adherence to normative principles when the applicability of those principles is detectable. Copyright © 2003 John Wiley & Sons, Ltd.     

Feeling the green? Value orientation as a moderator of emotional response to green electricity

Framing effects on emotional responses in a green electricity choice are investigated in a survey of a random sample of 655 Swedish residents. The results show that overall more positive and less negative emotions are experienced for a promotion frame (“choosing green electricity and paying more”) than for a prevention frame (“not choosing green electricity and paying less”). Value orientation is shown to moderate the framing effect in that for the promotion frame, individuals with a self‐transcendence value orientation show the most positive and least negative emotion, whereas for the prevention frame, individuals with a self‐enhancement value orientation show the most positive and least negative emotion. Emotional responses are further shown to mediate the relationship between value orientation and intention to purchase eco‐labeled electricity.     

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.     

Framing the Ultimatum Game: Gender differences and autonomic responses

The present study aimed at investigating whether the way offers are framed in the Ultimatum Game (UG) affects behavioral and autonomic responses in men and women. The “I give you” and “I take” expressions were used as gain and loss frames, respectively. Skin conductance and heart rate were recorded as indices of autonomic activation in response to unfair, mid‐value, and fair offers. Acceptance rates were higher in men than in women under the gain frame. Moreover, men showed higher acceptance rates under the gain than under the loss frame with mid‐value offers, whereas women's choices were not affected by frame. On the physiological level, men produced differential autonomic response patterns during decision‐making when offers were presented under gain and loss framing. The “I take” frame, by acting as a loss frame, elicited in men the characteristic defensive response pattern that is evoked by aversive stimulation, in which increases in skin conductance are coupled with increases in heart rate. On the other hand, the “I give you” frame, by acting as a gain frame, elicited in men increases in skin conductance associated with prevailing heart rate deceleratory responses, reflecting a state of enhanced attention and orienting. In contrast, women's autonomic reactivity was not affected by frame, consistent with behavioral results. Phasic changes in heart rate were crucial in revealing differential functional significance of skin conductance responses under different frames in men, thus questioning the assumption that this autonomic measure can be used as an index of negative emotional arousal in the UG.     

The Interplay of News Frames on Cognitive Complexity

This research considers how distinct news frames work in combination to influence information processing. It extends framing research grounded in prospect theory (Tversky & Kahneman, 1981) and attribution theory (Iyengar, 1991) to study conditional framing effects on associative memory. Using a 2 × 3 experimental design embedded within a probability survey (N= 379), tests examined the effects of two different frame dimensions—loss‐gain and individual‐societal—on the complexity of individuals' thoughts concerning the issue of urban growth. Findings indicate that news frames interact to generate more or less complex cognitive responses, with societal‐gain frame combinations generating the most detailed cognitions about the causes, components, and consequences of urban growth. Directions for research on media framing are discussed.     

情绪和任务框架对自我和预期他人决策时风险偏好的影响

两个实验考察了情绪和任务框架对自我和预期他人决策时风险偏好的影响。结果表明:(1)获益框架下,悲伤情绪比愉悦情绪诱发更强的风险偏好,自我决策比预期他人决策表现出更强的风险偏好;(2)损失框架下,愉悦情绪比悲伤情绪诱发更强的风险偏好,预期他人决策比自我决策表现出更强的风险偏好;(3)在自我决策时,愉悦情绪在损失框架下比在获益框架下诱发了更强的风险偏好,悲伤情绪在获益框架下比在损失框架下诱发了更强的风险偏好;在预期他人决策时,无论是愉悦情绪还是悲伤情绪,损失框架均比获益框架诱发了更强的风险偏好。     

Emotional responses in spider fear are closely related to picture awareness

Theories of emotion propose that responses to emotional pictures can occur independently of whether or not people are aware of the picture content. Because evidence from dissociation paradigms is inconclusive, we manipulated picture awareness gradually and studied whether emotional responses varied with degree of awareness. Spider fearful and non-fearful participants viewed pictures of spiders and flowers at four levels of backward masking while electrodermal activity and heart rate were measured continuously. Recognition ratings confirmed that participants’ picture awareness decreased with masking. Critically, effects of spider fear on emotion ratings and heart rate also decreased with masking. These findings suggest that effects of spider fear on emotion ratings and heart rate are closely related to picture awareness.     

Emotional responses in spider fear are closely related to picture awareness

Theories of emotion propose that responses to emotional pictures can occur independently of whether or not people are aware of the picture content. Because evidence from dissociation paradigms is inconclusive, we manipulated picture awareness gradually and studied whether emotional responses varied with degree of awareness. Spider fearful and non-fearful participants viewed pictures of spiders and flowers at four levels of backward masking while electrodermal activity and heart rate were measured continuously. Recognition ratings confirmed that participants' picture awareness decreased with masking. Critically, effects of spider fear on emotion ratings and heart rate also decreased with masking. These findings suggest that effects of spider fear on emotion ratings and heart rate are closely related to picture awareness.     

I'm feeling lucky: the relationship between affect and risk-seeking in the framing effect

Engagement in risky behavior has traditionally been attributed to an underestimation of the associated risks, but recent perspectives suggest that affective reactions toward a risky option may better explain risk-seeking than risk perception. However, the precise relationship between emotion and risk-seeking remains unclear. The current set of studies elucidates the relationship between emotion and risk-seeking in risky choice framing, using a gambling task. In Study 1, reliance on emotion was related to risk-seeking, but goals to regulate emotion mitigated these effects. In Study 2, positive affect was associated with risk-seeking in loss frames, but unrelated to risk aversion in gain frames. Collectively, these findings indicate a general role for emotion reliance on risk-seeking and a specific role of positive affect on risk-seeking in the loss trials of the framing effect.     

Multiple Framing: Verbal,Facial, and Vocal Cues in Risky Choice

Verbal framing effects have been widely studied, but little is known about how people react to multiple framing cues in risk communication, where verbal messages are often accompanied by facial and vocal cues. We examined joint and differential effects of verbal, facial, and vocal framing on risk preference in hypothetical monetary and life–death situations. In the multiple framing condition with the factorial design (2 verbal frames × 2 vocal tones × 4 basic facial expressions × 2 task domains), each scenario was presented auditorily with a written message on a photo of the messenger's face. Compared with verbal framing effects resulting in preference reversal, multiple frames made risky choice more consistent and shifted risk preference without reversal. Moreover, a positive tone of voice increased risk‐seeking preference in women. When the valence of facial and vocal cues was incongruent with verbal frame, verbal framing effects were significant. In contrast, when the affect cues were congruent with verbal frame, framing effects disappeared. These results suggest that verbal framing is given higher priority when other affect cues are incongruent. Further analysis revealed that participants were more risk‐averse when positive affect cues (positive tone or facial expressions) were congruently paired with a positive verbal frame whereas participants were more risk‐seeking when positive affect cues were incongruent with the verbal frame. In contrast, for negative affect cues, congruency promoted risk‐seeking tendency whereas incongruency increased risk‐aversion. Overall, the results show that facial and vocal cues interact with verbal framing and significantly affect risk communication. Copyright © 2016 John Wiley & Sons, Ltd.     

More Than Weighting Cognitive Importance: A Dual-Process Model of Issue Framing Effects

Issue frames in policy discourse and news reporting regularly influence citizens' political opinions. Yet, we only have a limited understanding of how and among whom these framing effects occur. I propose a dual-process model of issue framing effects arguing that we must understand mediators of framing (the how question) in connection with individual-level moderators of framing (the whom question). Experimental results show that issue framing affects opinion through different psychological processes depending on who the receiver of the frame is. Among the moderately politically aware or those having weak political values, framing effects were mediated through processes of changing importance of considerations as well as changing content of considerations. Among the highly aware, only the importance change process mediated framing effects, while there were no framing effects among those least aware or those having strong values.     

Emotion colors time perception unconsciously

Emotion modulates our time perception. So far, the relationship between emotion and time perception has been examined with visible emotional stimuli. The present study investigated whether invisible emotional stimuli affected time perception. Using continuous flash suppression, which is a kind of dynamic interocular masking, supra-threshold emotional pictures were masked or unmasked depending on whether the retinal position of continuous flashes on one eye was consistent with that of the pictures on the other eye. Observers were asked to reproduce the perceived duration of a frame stimulus that was concurrently presented with a masked or unmasked emotional picture. As a result, negative emotional stimuli elongated the perceived duration of the frame stimulus in comparison with positive and neutral emotional stimuli, regardless of the visibility of emotional pictures. These results suggest that negative emotion unconsciously accelerates an internal clock, altering time perception.     

The effect of emotional stress on involuntary and voluntary conscious memories

Clinical theories of post-traumatic stress disorder often claim that intrusive (involuntary) memories favour emotionally stressful material and that these memories come with more sensory imagery and emotional reliving compared to voluntary memories. However, these assumptions have not been verified experimentally. Here we obtained recordings of emotional reactions to aversive pictures at the time of encoding, as well as records of involuntary and voluntary memories of these pictures in a subsequent diary study. A comparison of individual ratings, obtained during encoding, of pictures recalled involuntarily and voluntarily showed that emotional stress at encoding increased overall accessibility, independent of whether recall was voluntary or involuntary. However at the time of recall, voluntary memories scored higher on narrative content and on measures of imagery. The findings are compatible with research on emotion and memory in general, but challenge clinical claims of differential involuntary versus voluntary access to emotionally stressful events.     

Framing the EU as Common Project vs. Common Heritage: Effects on Attitudes Towards the EU Deepening and Widening

The present study investigated the effects of framing the European Union (EU) as a common project vs. a common heritage on participants’ attitude towards EU integration (Experiment 1) and EU enlargement (Experiment 2). An additional aim was exploring whether the different frames affected the strength of identification with the EU, and if the framing effect on attitudes was mediated by participants’ identification with the EU and/or by their message evaluation (Experiment 3). Results showed that a common project-based frame was more effective than a common heritage-based frame in promoting positive attitude toward EU integration and enlargement, as well as participants’ identification with the EU, which mediated the framing effect on both attitudes; the mediation of participants’ message evaluation was not significant. The procedure of the last experiment was replicated on a British sample (Experiment 4), showing a similar pattern of results.     

How chimpanzees (<Emphasis Type="Italic">Pan troglodytes</Emphasis>) perform in a modified emotional Stroop task

The emotional Stroop task is an experimental paradigm developed to study the relationship between emotion and cognition. Human participants required to identify the color of words typically respond more slowly to negative than to neutral words (emotional Stroop effect). Here we investigated whether chimpanzees (Pan troglodytes) would show a comparable effect. Using a touch screen, eight chimpanzees were trained to choose between two simultaneously presented stimuli based on color (two identical images with differently colored frames). In Experiment 1, the images within the color frames were shapes that were either of the same color as the surrounding frame or of the alternative color. Subjects made fewer errors and responded faster when shapes were of the same color as the frame surrounding them than when they were not, evidencing that embedded images affected target selection. Experiment 2, a modified version of the emotional Stroop task, presented subjects with four different categories of novel images: three categories of pictures of humans (veterinarian, caretaker, and stranger), and control stimuli showing a white square. Because visits by the veterinarian that include anaesthetization can be stressful for subjects, we expected impaired performance in trials presenting images of the veterinarian. For the first session, we found correct responses to be indeed slower in trials of this category. This effect was more pronounced for subjects whose last anaesthetization experience was more recent, indicating that emotional valence caused the slowdown. We propose our modified emotional Stroop task as a simple method to explore which emotional stimuli affect cognitive performance in nonhuman primates.     

We feel, therefore we are: emotion as a basis for self-categorization and social action

Building on intergroup emotion research, we test the idea that intergroup emotion influences self-categorization. We report two studies using minimal (Study 1) and natural (Study 2) groups in which we measured participants' emotional reactions to a group-relevant event before manipulating the emotional reactions of other ingroup members and outgroup members (anger vs. happiness in Study 1; anger vs. indifference in Study 2). Results supported the hypotheses that (a) the fit between participants' own emotional reactions and the reactions of ingroup members would influence self-categorization, and (b) the specific content of emotional reactions would shape participants' willingness to engage in collective action. This willingness was greater when emotional reactions were not only shared with other group members, but were of anger (consistent with group-based action) rather than happiness or indifference (inconsistent with group-based action). Implications for the relationship between emotion and social identities are discussed.