The effects of option framing on consumer choices: Making decisions in rational versus experiential processing modes

• In the marketplace, consumers often encounter framed scenarios for optional product features, whereby they can add desired product options to a base model or delete undesired product options from a fully loaded model. The results of two experiments show that such option framing can influence consumers' decision making regarding the total number of finally chosen product options. Also, consumers' processing modes – rational versus experiential, can influence their choice behavior under option framing. Specifically, consumers choose a higher number of options in the delete (versus add) frame, and the effect is magnified when making decisions in an experiential mode, and it is diminished when making decisions in a rational mode. Moreover, cognitive constraints further moderate these effects.

Copyright © 2009 John Wiley & Sons, Ltd.     

Experiential and rational processing styles,emotional intelligence and wellbeing

This research examined a model specifying precursors of emotional intelligence and subjective wellbeing. The model proposes that experiential and rational processing styles influence level of trait emotional intelligence, which in turn influences subjective wellbeing. One hundred and fifty‐four adult Australian participants completed measures of preference for rational and experiential processing, trait emotional intelligence, and indicators of subjective wellbeing (affect and life satisfaction). Structural equation path analysis identified a model for predicting wellbeing. Preference for experiential and rational processing both significantly predicted higher levels of emotional intelligence, which in turn predicted greater subjective wellbeing. Emotional intelligence fully mediated the effect of rational processing on wellbeing, and partially mediated the effect of experiential processing.     

理性-经验加工对不公正情绪和行为反应的影响:公正敏感性的调节作用

基于认知-经验理论,采用行为实验法和情境故事法,探讨了不同信息加工方式对不公正情绪和行为反应的影响,以及受害者敏感性对两者关系的调节作用。结果表明,与理性加工相比,经验加工下个体对不公正有更强烈的负性情绪反应,合作意向更低;受害者敏感性调节加工方式与不公正行为反应之间的关系,即受害者敏感性低时,加工方式与人际公正对合作意向交互作用显著,受害者敏感性高时,加工方式与人际公正对合作意向没有交互作用。     

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.     

From individual preference construction to group decisions: Framing effects and group processes

Two choice tasks known to produce framing effects in individual decisions were used to test group sensitivity to framing, relative to that of individuals, and to examine the effect of prior, individual consideration of a decision on group choice. Written post-decision reasons and pre-decision group discussions were analyzed to investigate process explanations of choices made by preexisting, naturalistic groups. For a risky choice problem, a similar framing effect was observed for groups and individuals. For an intertemporal choice task where consumption was either delayed or accelerated, naïve groups (whose members had not preconsidered the decision) showed a framing effect, less discounting in the delay frame, opposite to that observed in individuals. Predecided groups showed a non-significant effect in the other, expected direction. In all cases, process measures better explained variability in choices across conditions than frame alone. Implications for group decision research and design considerations for committee decisions are addressed.     

框架效应的神经机制

框架效应指人们对一个客观上相同问题的不同描述有不同反应的现象。近年来的认知神经研究发现框架效应的产生,可能源自以杏仁核为代表的情绪过程,而以前扣带回与前额叶皮层为代表的认知过程对此可能起到抑制与监控的作用。单侧化研究揭示了大脑两半球所擅长的不同思维方式也可能对框架效应产生影响。未来的研究应整合框架效应的神经机制与理论解释、探索框架效应的领域特异性并探究框架效应的产生根源。     

The Influence of Ease of Retrieval on Judgment as a Function of Attention to Subjective Experience

The ease with which information comes to mind can impact judgment. We examine whether the influence of ease of retrieval is moderated by situational factors that call it to attention before judgment and by individual differences in experiential processing style, as measured by the rational experiential inventory scale (Pacini & Epstein, 1999). An ease of retrieval effect, indicated by less favorable evaluations of a proposal following the retrieval of many reasons advocating the proposal than following the retrieval of only a few, was found for high‐experiential style processors regardless of situational factors that made ease of retrieval salient. However, the effect was found among low‐experiential style processors only when ease of retrieval was explicitly called to their attention prior to judgment.     

Decision framing: moderating effects of individual differences and cognitive processing

Two studies examined the effect of an individual difference variable, need for cognition (NC), and processing of the options on the occurrence of risky choice framing effects. In Study 1 (N=206), frame interacted with NC and math skill such that no framing effect was observed among those high in both NC and math skill. No effect was found for the processing manipulation of requesting a reason for one's choices. Study 2 (N=257) enhanced the processing of the problems by asking participants to write out the options as they would describe them to a friend. Results showed that frame interacted with NC and depth of processing such that no framing effect was observed among those high in NC who were in the deep processing condition. These findings suggest that NC and depth of processing need to be considered in concert in order to understand their moderating effects on framing. Copyright © 2004 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。     

Enhanced Cardiac Perception Is Associated With Increased Susceptibility to Framing Effects

Previous studies suggest in line with dual process models that interoceptive skills affect controlled decisions via automatic or implicit processing. The “framing effect” is considered to capture implicit effects of task‐irrelevant emotional stimuli on decision‐making. We hypothesized that cardiac awareness, as a measure of interoceptive skills, is positively associated with susceptibility to the framing effect. Forty volunteers performed a risky‐choice framing task in which the effect of loss versus gain frames on decisions based on identical information was assessed. The results show a positive association between cardiac awareness and the framing effect, accounting for 24% of the variance in the framing effect. These findings demonstrate that good interoceptive skills are linked to poorer performance in risky choices based on ambivalent information when implicit bias is induced by task‐irrelevant emotional information. These findings support a dual process perspective on decision‐making and suggest that interoceptive skills mediate effects of implicit bias on decisions.     

选项框架和认知负载对风险决策的影响

本研究采用实验法探讨了选项框架和认知负载对风险决策的影响。结果发现:(1)不同的认知负载条件下,被试在正向框架下表现出风险回避,负向框架下表现出风险寻求,出现了框架效应现象;(2)相对于认知负载条件下,被试在无认知负载的负向框架下更偏好于风险选项,而正向框架下的风险偏好没有显著变化,即无认知负载条件下框架效应较强。这表明,框架效应不仅仅是启发式系统作用的结果,分析式系统也在其中发挥着重要的作用。     

Framing fast and slow: a dual processing account of multimodal framing effects

ABSTRACT

Human reasoning can be characterized by a continuum anchored by two extremes: fast, automatic, and emotional processing on the one side; versus slow, controlled and rational processing on the other. Despite theoretical linkages, no studies have empirically connected these types of information processing with the mechanisms of multimodal (visual and textual) media effects. We employ tools from dual processing theories in a framing effects paradigm to test whether the effects of news visuals and text take place via relatively more automatic and controlled information processing, respectively. To do so, we combine experimental manipulations and individual differences data collected across two experiments using different political issues. Results from experimental manipulations provide converging evidence for the distinct processing of visuals and text. Individual differences data paint a more nuanced picture, suggesting that the processing of multimodal news frames does not always conform to a simple automatic-controlled dichotomy.     

心理距离对风险决策框架效应的影响

解释水平理论是一种解释心理距离怎样影响个体的思维决策的社会认知理论。研究基于解释水平理论,探查了心理距离对风险决策框架效应的影响。实验从心理距离的四个维度入手,每个维度均采用2（解释水平高、低）×2（正框架、负框架）的被试间设计,用于检验解释水平是否调节框架对被试决策任务的选择。结果表明,当心理距离越远,解释水平越高时,被试产生明显的框架效应;而当心理距离越近,解释水平越低时,框架效应明显减弱。除了大概率情况下的框架效应削弱至不显著,其余维度的高、低解释水平下的框架效应均显著。     

Individual differences in a within-subjects risky-choice framing study

A within-subjects study investigated several different risky-choice framing problems patterned after Kahneman and Tversky’s classic economic game, the Asian Disease problem, but included variations to increase generality. Risk-style and thinking-style were utilized to predict individual differences in response to the framing problems. Significant framing effects were found at both the item and composite level. Individual difference effects were rare when framing was strictly defined as a preference reversal. When a more encompassing preference shift defined framing, risk-averse individuals (measured by the Choice Dilemmas Questionnaire) and those scoring high on experiential (heuristic) thinking were more likely to show a framing effect. Discussion focuses on the meaning of these results in terms of individual susceptibility to framing.     

Reading span task performance,linguistic experience,and the processing of unexpected syntactic events

Accounts of individual differences in online language processing ability often focus on the explanatory utility of verbal working memory, as measured by reading span tasks. Although variability in reading span task performance likely reflects individual differences in multiple underlying traits, skills, and processes, accumulating evidence suggests that reading span scores also reflect variability in the linguistic experiences of an individual. Here, through an individual differences approach, we first demonstrate that reading span scores correlate significantly with measures of the amount of experience an individual has had with written language (gauged by measures that provide “proxy estimates” of print exposure). We then explore the relationship between reading span scores and online language processing ability. Individuals with higher reading spans demonstrated greater sensitivity to violations of statistical regularities found in natural language—as evinced by higher reading times (RTs) on the disambiguating region of garden-path sentences—relative to their lower span counterparts. This result held after statistically controlling for individual differences in a non-linguistic operation span task. Taken together, these results suggest that accounts of individual differences in sentence processing can benefit from a stronger focus on experiential factors, especially when considered in relation to variability in perceptual and learning abilities that influence the amount of benefit gleaned from such experience.     

All Frames Are Not Created Equal: A Typology and Critical Analysis of Framing Effects

Accentuate the positive or accentuate the negative? The literature has been mixed as to how the alternative framing of information in positive or negative terms affects judgments and decisions. We argue that this is because different studies have employed different operational definitions of framing and thus have tapped different underlying processes. We develop a typology to distinguish between three different kinds of valence framing effects. First we discuss the standard risky choice framing effect introduced by Tversky and Kahneman (1981) to illustrate how valence affects willingness to take a risk. Then we discuss attribute framing, which affects the evaluation of object or event characteristics, and goal framing, which affects the persuasiveness of a communication. We describe the distinctions, provide a number of examples of each type, and discuss likely theoretical mechanisms underlying each type of framing effect. Our typology helps explain and resolve apparent confusions in the literature, ties together studies with common underlying mechanisms, and serves as a guide to future research and theory development. We conclude that a broader perspective, focused on the cognitive and motivational consequences of valence-based encoding, opens the door to a deeper understanding of the causes and consequences of framing effects.     

Enhancing the effects of a narrative message through experiential information processing: An experimental study

First-person narratives are becoming a popular means to communicate health risk information. Although studies show they can increase risk perception and motivate health behaviours compared to statistical messages, more research on the conditions in which they are particularly likely to have effects is needed. In this study, we tested a moderator related to how information is processed. Specifically, we hypothesised that thinking in terms of emotions and personal experiences – known as experiential information processing – would increase people’s responsiveness to a narrative. Female college students (N = 138) who reported indoor tanning were randomly assigned to read a first-person narrative message or a statistical message about the risks of skin cancer. Prior to reading the message, the women received instructions that would activate either experiential or rational information processing. Participants then reported their risk perceptions of skin cancer, worry about skin cancer and behaviour intentions related to skin cancer. Analyses showed that message type and information processing interacted to influence risk perceptions and worry. Consistent with hypotheses, participants reported the highest risk perception and worry when they used an experiential information system prior to reading the narrative message. There were no effects on behaviour intentions. Implications of these findings are discussed.     

Social cues and verbal framing in risky choice

We examined how people use social and verbal cues of differing priorities in making social decisions. In Experiment 1, formally identical life – death choice problems were presented in different hypothetical group contexts and were phrased in either a positive or negative frame. The risk‐seeking choice became more dominant as the number of kin in an endangered group increased. Framing effects occurred only in a heterogeneous group context where the lives at risk were a mixture of kin and strangers. No framing effect was found when the same problem was presented in the context of a homogeneous group consisting of either all kin or all strangers. We viewed the framing effects to be a sign of indecisive risk preference due to the differential effects of a kinship cue and a stranger cue on choice. In Experiment 2, we presented the life – death problem in two artificial group contexts involving either 6 billion human lives or 6 billion extraterrestrial lives. A framing effect was found only in the human context. Two pre‐conditions of framing effects appear to be social unfamiliarity of a decision problem and aspiration level of a decision maker. In Experiment 3, we analyzed the direction of the framing effect by balancing the framing. The direction of the framing effect depended on the baseline level of risk preference determined by a specific decision context. Copyright © 2001 John Wiley & Sons, Ltd.     

Emotions within reason: Resolving conflicts in risk preference

This research focused on differential effects of emotional and rational preferences in decision making and how people resolve conflicting risk preferences caused by inconsistency between their emotional reactions to and rational assessment of a risk problem. In addition, effects of the framing of choice outcomes on emotional, rational, and overall risk preferences were examined. Adopting a within-subjects design, Study 1 showed that the emotional choice preference was often the opposite of the rational choice preference and was more risk-seeking than the rational preference. The overall favourability rating for a chosen option was significantly higher when the emotional choice and rational choice were the same than when they were opposed. Emotional preferences were significantly more susceptible than rational preferences to the hedonic tone of risky choice framing. The overall preference was a compromise of the conflicting emotional and rational preferences in some risk domains, and resembled either the emotional preference or the rational preference in other risk domains. Study 2, using a between-subjects manipulation, further confirmed that emotional preference and rational preference had differential effects on risky choice.