Looking at Both Sides of the Coin: Mixed Representation Moderates Attribute‐framing Bias in Written and Auditory Messages

Objects and events are often evaluated more favourably when presented in a positive frame than when presented in the complementary negative framing. Recent studies show that this attribute‐framing bias can be moderated when both positive and negative frames are represented in the message. Most attribute‐framing studies used written messages, although important messages are often conveyed auditorily. Unlike written messages, recipients cannot reread auditory messages and have to rely on their memory when evaluating them; consequently, the moderating effect of mixed representation may depend on memory constraints. The current study compared the framing bias in single‐attribute versus mixed‐attribute representations in written and auditory messages. In both written and auditory messages, single‐attribute representation yielded substantial framing bias whereas mixed‐attribute representation moderated the bias. The results are discussed in terms of the role of memory and attention in the attribute‐framing bias. Theoretical and practical implications are considered, and future research is suggested. Copyright © 2016 John Wiley & Sons, Ltd.