Cited by 2,592Decision-Making and Behavioral EconomicsExperimental Behavioral Economics StudiesBehavioral Health and Interventions

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All Frames Are Not Created Equal: A Typology and Critical Analysis of Framing Effects

Levin, Irwin P., Schneider, Sandra L., Gaeth, Gary J.·1998·Organizational Behavior and Human Decision Processes

DOI 10.1006/obhd.1998.2804

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Abstract

Accentuate the positive or accentuate the negative? The literature has been mixed as to how the alternative framing of information in positive or negative terms affects judgments and decisions. We argue that this is because different studies have employed different operational definitions of framing and thus have tapped different underlying processes. We develop a typology to distinguish between three different kinds of valence framing effects. First we discuss the standard risky choice framing effect introduced by Tversky and Kahneman (1981) to illustrate how valence affects willingness to take a risk. Then we discuss attribute framing, which affects the evaluation of object or event characteristics, and goal framing, which affects the persuasiveness of a communication. We describe the distinctions, provide a number of examples of each type, and discuss likely theoretical mechanisms underlying each type of framing effect. Our typology helps explain and resolve apparent confusions in the literature, ties together studies with common underlying mechanisms, and serves as a guide to future research and theory development. We conclude that a broader perspective, focused on the cognitive and motivational consequences of valence-based encoding, opens the door to a deeper understanding of the causes and consequences of framing effects. Copyright 1998 Academic Press.

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“Loewenstein Assigning value to a Loss frame has Replicated Kahneman et al. (1990) & Issacoffee mug greater impact and showed exaggerated effect charoff when mug ownership was (1994) attributed to good performance versus random assignment. Maheswaran & Blood cholesterol Involvement- Greater impact of loss frame for Mey…”
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Authors: Levin, I. P., Schneider, S. L., & Gaeth, G. J.
Affiliations: University of Iowa (US)
University of South Florida (US)
Corresponding author: Levin, Irwin P.
ORCID: Schneider, Sandra L.
Gaeth, Gary J.
Venue: Organizational Behavior and Human Decision Processes
Publisher: Elsevier BV
Published: 1998-11
Volume: 76
Issue: 2
Pages: 149-188
ISSN: 0749-5978 (ISSN-L)
DOI: 10.1006/obhd.1998.2804
OpenAlex: W2080612551
Cited by: 2,592
References: 134
Citations by year: 2026: 105 · 2025: 151 · 2024: 138 · 2023: 125 · 2022: 159 · 2021: 165 · 2020: 180 · 2019: 147 · 2018: 111 · 2017: 114 · 2016: 124 · 2015: 151 · 2014: 103 · 2013: 116 · 2012: 102
FWCI: 11.02
Type: journal article
Language: en
Open access: closed
Licence: www.elsevier.com/tdm/userlicense/1.0/ (tdm)
Locations: Organizational Behavior and Human Decision Processes (publishedVersion)
PubMed (publishedVersion)
Digital Commons - University of South Florida (University of South Florida) (submittedVersion)
Topics: Social Sciences › Decision Sciences › General Decision Sciences › Decision-Making and Behavioral Economics
Social Sciences › Economics, Econometrics and Finance › Economics and Econometrics › Experimental Behavioral Economics Studies
Social Sciences › Psychology › Applied Psychology › Behavioral Health and Interventions
Keywords: framing effects, valence framing, positive and negative framing, decision making under risk, attribute framing, goal framing, persuasion, risk-taking

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All Frames Are Not Created Equal: A Typology and Critical Analysis of Framing Effects

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