Framing effect occurs when decision makers choose inconsistent solutions for identical problems based on the way the problems are presented to them. Despite considerable scholarly investigations in this area, the majority of existing work tends to be western-centric and systematically overlooks the characteristics of decision makers and context. Using a sample of Iranian health-care providers, this article addresses these challenges in investigation of framing effect. The results based on responses of 62 decision makers to multiple decision scenarios indicate that framing has a very strong influence on Iranian experts’ choices. Additionally, the findings show that framing interacts with decision makers’ general risk-taking propensity and domain-specific expertise to shape choice. Theoretical and practical implications are discussed.

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