Framing effect

Framing effect or framing (German: framing effect ) means that different formulations of a message - with the same content - influence the behavior of the recipient differently. This effect cannot be explained with the theory of rational decision .

background

According to Daniel Kahneman and Amos Tversky , the fact that simply changing the way options are formulated can influence their order of preference contradicts the rationality criterion of “ invariance ”. Accordingly, the change in salience , i.e. the accessibility of a stimulus, is a fundamental mechanism in framing effects. With the Asian Disease Problem it can be shown that equivalent options are perceived differently due to the changed salience of some aspects in their description.

Examples

In preventive health measures , the harmful consequences of smoking, unprotected sex, obesity, etc. are often pointed out (see Furchtappell ). In this case, one speaks of loss framing ( loss frame ). In the case of prevention measures, however, messages that are embedded in a gain frame, i.e. that emphasize the positive consequences of the desired change in behavior, are more successful . However, if you want to ensure that existing diseases or risks (smokers, overweight people) are given more attention, messages in the context of loss are more efficient.

This effect can also occur in surveys , for example using questionnaires . Therefore, particular attention should be paid to the formulation of a question so as not to distort the results of the survey.

Empirical analysis

When this effect occurs and how strong it is is currently the subject of scientific debate. Elisabeth Wehling , for example, assumes that this effect is always present. More recent studies and meta-studies, however, partially relativize the findings on which the framing theory is based. Among other things, in her book “Politisches Framing” (2016), Wehling refers to a study in which test subjects were instructed to remember a good or bad deed and then offered hand cleaning products. In the original study, the subjects who thought of a bad deed reached for the hand cleaning products significantly more often. However, a meta-study from September 2018 shows that this effect is only marginal in larger studies.

literature

D. Kahneman, A. Tversky (Eds.): Choices, values and frames. Cambridge University Press, Cambridge 2000.

Individual evidence

↑ Volker Stocké : Framing and Rationality. the importance of the presentation of information for decision-making . Oldenbourg, 2002, ISBN 3-486-56646-6 , pp. 10 ( limited preview in Google Book search).
↑ Alexander J. Rothman et al .: The influence of message framing on intentions to perform health behaviors. In: Journal of Experimental Social Psychology. Volume 29, 1993, pp. 408-433.
↑ Alexander J. Rothman & Salovey : Shaping perceptions to motivate healthy behavior: The role of message framing. In: Psychological Bulletin. Volume 121, pp. 3-19.
↑ Lee W. Jones, Robert S. Sinclair, Kerry S. Courneya: The effects of source credibility and message framing on exercise intentions, behavior and attitudes: An integration of the Elaboration Likelihood Model and Prospect Theory . In: Journal of Applied Social Psychology. Volume 33, No. 1, 2003, pp. 179-196.
↑ Beth E. Meyerowitz, Shelly Chaiken: The effect of message framing on breast self-examination attitudes, intentions, and behavior. In: Journal of Personality and Social Psychology. Vol. 52, No. 3, 1987, pp. 500-510.
^ ^A ^b Elisabeth Wehling: Political Framing: How a nation persuades its thinking - and turns it into politics . 1st edition. Herbert von Halem Verlag, Cologne 2016, ISBN 978-3-86962-208-8 , p. 222 .
^ Chen-Bo Zhong, Katie Liljenquist, Washing Away Your Sins: Threatened Morality and Physical Cleansing . In: Science . tape 313 , no. 5792 , September 8, 2006, ISSN 0036-8075 , p. 1451–1452 , doi : 10.1126 / science.1130726 , PMID 16960010 ( sciencemag.org [accessed October 31, 2018]).
↑ Jedidiah Siev, Shelby E. Zuckerman, Joseph J. Siev: The Relationship Between Immorality and Cleansing . In: Social Psychology . tape 49 , no. 5 , September 2018, ISSN 1864-9335 , p. 303–309 , doi : 10.1027 / 1864-9335 / a000349 ( hogrefe.com [accessed October 31, 2018]).

[Stocké_2002-1] Volker Stocké : Framing and Rationality. the importance of the presentation of information for decision-making . Oldenbourg, 2002, ISBN 3-486-56646-6 , pp. 10 ( limited preview in Google Book search).

[2] Alexander J. Rothman et al .: The influence of message framing on intentions to perform health behaviors. In: Journal of Experimental Social Psychology. Volume 29, 1993, pp. 408-433.

[3] Alexander J. Rothman & Salovey : Shaping perceptions to motivate healthy behavior: The role of message framing. In: Psychological Bulletin. Volume 121, pp. 3-19.

[4] Lee W. Jones, Robert S. Sinclair, Kerry S. Courneya: The effects of source credibility and message framing on exercise intentions, behavior and attitudes: An integration of the Elaboration Likelihood Model and Prospect Theory . In: Journal of Applied Social Psychology. Volume 33, No. 1, 2003, pp. 179-196.

[5] Beth E. Meyerowitz, Shelly Chaiken: The effect of message framing on breast self-examination attitudes, intentions, and behavior. In: Journal of Personality and Social Psychology. Vol. 52, No. 3, 1987, pp. 500-510.

[:0-6] A ^b Elisabeth Wehling: Political Framing: How a nation persuades its thinking - and turns it into politics . 1st edition. Herbert von Halem Verlag, Cologne 2016, ISBN 978-3-86962-208-8 , p. 222 .

[7] Chen-Bo Zhong, Katie Liljenquist, Washing Away Your Sins: Threatened Morality and Physical Cleansing . In: Science . tape 313 , no. 5792 , September 8, 2006, ISSN 0036-8075 , p. 1451–1452 , doi : 10.1126 / science.1130726 , PMID 16960010 ( sciencemag.org [accessed October 31, 2018]).

[8] Jedidiah Siev, Shelby E. Zuckerman, Joseph J. Siev: The Relationship Between Immorality and Cleansing . In: Social Psychology . tape 49 , no. 5 , September 2018, ISSN 1864-9335 , p. 303–309 , doi : 10.1027 / 1864-9335 / a000349 ( hogrefe.com [accessed October 31, 2018]).