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.     

The Effect of Sport Commentator Framing on Viewer Attitudes

An experimental analysis was conducted to determine the effects of involvement, commentator framing, and gender on viewer attitudes toward female athletes. The sample was comprised of 112 students at a mid-western university in the United States. Hypotheses and research questions were tested through a 2 × 3 multivariate analysis of covariance (MANCOVA). Results indicated the overall MANCOVA was significant. Involvement was positively related to viewer attitudes’ towards the dependent variables and explained 27.8% of the variance. Gender explained 39.3% of the variance in attitudes as male viewers had significantly lower mean scores on all dependent variables. Male viewers had significantly lower scores than female viewers in the positive framing condition; the interaction explained 8% of the variance in viewers’ perceptions of respectability of female athletes.     

Violations of coherence in subjective probability: a representational and assessment processes account

Coherent judgment is a cardinal feature of rational cognition. Six experiments revealed systematic violations of coherence in probability judgment in which participants assigned different probabilities to mathematically equiprobable events. Experiments 1-5 revealed a strict refocusing effect: Compared to an occurrence frame, a non-occurrence frame resulted in higher estimates if base-rate evidence favored occurrence, lower estimates if evidence favored non-occurrence, and similar estimates if evidence supported indifference. Moreover, Experiments 5 and 6 revealed a pessimistic bias in which the less favorable of two equiprobable events was assigned greater probability. The findings support a Representational and Assessment Processes account (RAP) in which subjective probability is influenced by the perceived compatibility between representations of focal events and representations of evidence.     

Manipulating noise frequencies alters hemispheric contributions to decision making

Participants listened to the Asian disease problem framed in terms of either gains or losses and chose between two plans to combat the disease. All participants heard the problem embedded in other sounds; for some it was the relatively lower-frequency information, and for others it was the relatively higher-frequency information. The classic framing effect appeared only for those participants for whom the problem was the relatively lower-frequency information (p<.05). These results suggest that mixing filtered speech signals and noise may be a way to assess the role of the left and right hemisphere in various aspects of decision making.     

Cognitive Style,Creativity Framing and Effects

This study investigates how individuals with different cognitive styles respond to choices involving framing effects. The results suggest that cognitive style as defined by Kirton (1976) is far more complex than previous studies indicate. Kirton characterises “Innovators” as rule breakers and “Adaptors” as conformists. The most important finding of this study is that in some decision contexts, Innovators and Adaptors exhibit similar preferences for rule breaking. In other situations, Adaptors actually prefer non‐conformity in comparison to Innovators. The study analysed responses from 146 university students and professional managers to 25 binary choices involving investment decisions, job choices and travel routes. The questions were constructed to reveal significant reversals of preference related to risk and attribute based framing effects. Additionally, some questions were constructed to reveal preferences for certain operational aspects of creativity. Overall, the results suggest that framing effects may provide an important tool for unlocking individual creativity in organisations, as long as cognitive style and context are carefully taken into account.     

The Influence of Episodic and Thematic Frames on Policy and Group Attitudes: Mediational Analysis

An experiment examined how episodic and thematic political message frames affect attitudes toward older adults and Social Security. When exposed to messages about abolishing Social Security, participants exposed to episodic frames were significantly more likely to endorse message‐consistent attitudes than participants exposed to a thematic frame. In mediation analyses, an episodic frame featuring a counterstereotypical exemplar increased endorsement of individual responsibility for retirement planning, which then led to more negative attitudes toward Social Security. These effects did not occur with a stereotypical exemplar in an episodic frame. The same mediated pathway influenced attitudes toward older adults in a more complex manner. Results provide support for individual responsibility attributions as a mediating mechanism underlying the effects of certain episodic frames.     

Processing inferences drawn from the logically equivalent frames half full and half empty

Choice-based experiments indicate that readers draw sophisticated inferences from logically equivalent frames. Readers may infer that a glass was previously full if described as currently half empty, and previously empty if described as currently half full. The information leakage framework suggests these inferences are made because information about a previous state is leaked from speaker's choice of frame. We examine if similar inferences are made during reading in two eye-tracking experiments. In Experiment 1, participants read a passage where a character describes a glass as currently half full or half empty before making a statement about the previous volume. We hypothesised that participants would infer that the glass was previously empty or full, respectively. Results suggest processing a previous volume of full is simpler regardless of the frame provided. In Experiment 2, materials were constructed to ensure inferences were based on participants' beliefs as opposed to characters'. Results support the information leakage framework; previous volumes of full and empty were processed more easily after current volumes of half empty and half full, respectively. We suggest that processing discrepancies between the two experiments are driven by word-related factors (e.g., markedness) or by participants' integration of characters' expectations.     

Ambiguity seeking in multi-attribute decisions: Effects of optimism and message framing

This paper investigates the influence of message framing and personality variables on preferences over ambiguity in the context of multi-attribute decision scenarios. Undergraduate subjects responded to scenarios in which one of two medical treatments was associated with ambiguous probabilities of treatment effects. Probabilities were either positively or negatively framed. Subjects indicated their degree of preference for one treatment over the other. Subjects' optimism, trait anxiety, health locus of control, need for cognitive structure, and current mood were measured. In two separate studies, subjects preferred ambiguity when probabilities were positively framed, and were neutral toward ambiguity when probabilities were negatively framed. Also, in both studies the preference for ambiguity in positively framed scenarios was greater for more optimistic subjects. The unexpected finding of ambiguity seeking may be associated with the use of different decision strategies in multi-attribute versus single-attribute decisions.     

Framing of decisions under ambiguity

This paper reports three experiments that illustrate framing of decision problems due to Ellsberg (1961) in which probabilities are ambiguous. Although the standard Ellsberg problems often induce violations of Savage's sure-thing principle, framing of the equivalent problems in a sequential format reduces these violations. Nevertheless, this has an ironic consequence of introducing another inconsistency in the decision makers' choices: An inconsistency between the standard and sequential formulations of the Ellsberg problems.