To Accept or to Reject: The Effect of Framing on Attitudes Toward Affirmative Action1

Two experiments examined the effect of framing on attitudes toward an affirmative‐action program of preferential treatment. Participants' attitudes were consistently more favorable toward the affirmative‐action program presented in a positive frame—preferring a target group's applicant over a majority group's applicant—than when the very same program was presented in a negative frame—rejecting the majority group's applicant in favor of the target group's applicant. Similar effects were evident for 3 target groups in the context of higher education selection and personnel selection. Two theoretical explanations for the effect of framing on attitudes toward affirmative‐action programs are suggested. The implications of this effect are discussed, and the challenges facing future research of this phenomenon are outlined.