lecture 6: framing

Question 1

Prospect theory (Tversky & Kahneman, 1981)

Answer 1

In general people avoid risks when it concerns gains

• people are risk averse when confronted with gains
• rather receive 900 euros for sure than 90% chance receiving 1000 euros
• People are more willing to accept risks when losses are salient
• 90% chance of losing 1.000 euros vs. for sure losing 900 euros

Question 2

Why does preference depend on framing?

Answer 2

1. value function
2. gains
   - pleasure doesn’t increase much after +400 -> causes risk aversive behavior
3. losses
   - pain doesn’t increase much after -400 -> causes risky behavior (to try to prevent to lose everything)

Question 3

gain-frame vs loss-frame

Answer 3

1. gain-frame
   - focuses on good things that will happen and bad things that will not happen
   - when you use a condom, you don’t have to worry about STD’s
   - more effective when talking about prevention
2. loss-frame
   - focuses on bad things that will happen and good things that will not happen
   - if you don’t use a condom, you have more risk at getting a STD
   - more effective when talking about detection

Question 4

results detection/prevention and gain/loss-frame

Answer 4

results research mammography (=detection)

• loss-frame: 62% wen to get a mammogram
• gain-frame: 51% went to get mammogram

results sunscreen (=prevention)

• loss-frame: 53% picked free sample
• gain-frame: 71% picked free sample

Question 5

rothman et al. study 1: dangerous virus results

Answer 5

participants received health info about dangerous virus

hypothesis:
H1: Detection behavior? Loss-frame > gain-frame
H2: Prevention behavior? Gain-frame > loss-frame
H3: especially participants with high need for cognition

results:

• H1: accepted
• H2: gain and loss frame had the same results for prevention
• H3: accepted

So: They only found partial support

Question 6

rothman et al study2: promote use of mouthwash results

Answer 6

manipulations:

• function mouthwash ( either mentioned as prevention vs. detection)
• flyer that promotes use of mouthwash (gain vs. loss-frame)

results:

• loss frame in combination with detection worked good the best
• gain frame with prevention worked also good (significant)

implication: if you don’t perceive detection behavior as risky, then gain-frame can be more effective

Question 7

mann et al. about flossing teeth results

Answer 7

hypothesis: match between frame and motivational disposition is most effective

people differ in their motivational orientation

• approach motivated: “ i go out of my way to get things i want –> gain frame worked best
• avoidance motivated: “i worry about making mistakes” –> loss-frame worked best