A New Look at Framing Effects: Distribution of Effect Sizes,Individual Differences,and Independence of Types of Effects

Levin, Schneider, and Gaeth (1998) identified three distinct types of framing effects in the literature: attribute framing effects, goal framing effects, risky choice framing effects. While most previous framing studies used between-subjects manipulations of frame, the present study used two sessions, spaced one week apart, to give each of 102 participants both framing conditions and all three types of framing. Using the difference between the score for the positive framing condition and the negative framing condition as the unit of analysis for each type of framing effect, the following were found: (1) reliable framing effects for attribute framing and risky choice framing, but not for goal framing; (2) distributions of individual framing effects showing that the aggregate-level effects were representative of individuals even though some individuals showed no framing effects; (3) no significant interdependencies between the three categories of framing effects; (4) individual differences in reaction to the task scenarios related to various of the “Big Five” personality traits as well as the Faith in Intuition scale. The use of within-subject designs to assess individual differences in decision-making phenomena such as framing effects and other biases and heuristics is recommended for future research.