In a typical risky choice framing task, people have to choose among two options, which are either positively or negatively framed. Choices in the two framing conditions are then compared. However, different preferences between the conditions can be due to changes in the evaluation of the single constituent options or due to specific processes triggered by the choice task. In order to clarify the source of the framing effect, we investigate the effect with different response modes: choice, rating, and ranking. The rating and ranking findings indicate that what is commonly called a risky choice framing effect is actually a framing effect that changes the evaluation of only the riskless option, although there is little or no effect on the risky option. According to these findings, risky choice framing might be construed as a process of attribute framing, which is independent of risk preference in choice contexts.
ParticipantsParticipants were 138 students (89, i.e., 65% female and 49 male) of different disciplines of the University of Salzburg. Figure 3. Experiment 3-choice/effectiveness ratings (left) and emotion ratings (right). Error bars indicate two standard errors 114Journal of Behavioral Decision Making