Perspectives on Framing Series Editor: Derek J. Koehler, University of Waterloo, Canada The purpose of the Society for Judgment and Decision Making book series is to convey the general principles and findings of research in judgment and decision making to the many academic and professional fields to which it applies. Because the field of judgment and decision making is largely a formal one (similar to mathematics), its principles and findings are applicable to a wide range of discip- lines, including psychology, medicine, social policy, law, management science, economics, and accounting. The books in this series are aimed at researchers and their upper-level students. Most of the books are multiauthored volumes written by authorities in the field and sponsored by the Publications Committee of the Society for Judgment and Decision Making. PUBLISHED Social Psychology and Economics, De Cremer, Zeelenberg & Murnighan The Science of Giving: Experimental Approaches to the Study of Charity, Oppenheimer & Olivola Perspectives on Framing, Keren A Handbook of Process Tracing Methods for Decision Research, Schulte-Mecklenbeck, Kuehberger & Ranyard For continually updated information about published and forthcoming titles in the Society for Judgment and Decision Making series, please visit www.psypress. com/sjdm Perspectives on Framing Edited by Gideon Keren University of Tilburg, The Netherlands Published in 2011 Published in Great Britain by Psychology Press by Psychology Press 270 Madison Avenue 27 Church Road New York, NY 10016 Hove, East Sussex BN3 2FA www.psypress.com Copyright © 2011 by Psychology Press This edition published in the Taylor & Francis e-Library, 2010. To purchase your own copy of this or any of Taylor & Francis or Routledge’s collection of thousands of eBooks please go to www.eBookstore.tandf.co.uk. Psychology Press is an imprint of the Taylor & Francis Group, an Informa business All rights reserved. No part of this book may be reprinted or reproduced or utilized in any form or by any electronic, mechanical, or other means, now known or hereafter invented, including photocopying and recording, or in any information storage or retrieval system, without permission in writing from the publishers. Library of Congress Cataloging in Publication Data A catalog record for this book is available from the Library of Congress Library of Congress Cataloging-in-Publication Data Perspectives on framing / edited by Gideon Keren. p. cm. — (Society for judgment and decision making series) Includes bibliographical references and index. ISBN 978–1–84872–903–2 (hbk.) — ISBN 978–0–203–85416–7 (e-book) 1. Frames (Linguistics) 2. Meaning (Psychology) 3. Psycholinguistics. I. Keren, Gideon. P325.5.F72P47 2011 410′.19—dc22 2010033831 ISBN 0-203-85416-0 Master e-book ISBN ISBN: 978–1–84872–903–2 (hbk) Contents About the Editor vii Contributors ix Preface xi Gideon Keren (Volume Editor) PartI: Theoretical Perspectives 1 1 On the Definition and Possible Underpinnings of Framing Effects: A Brief Review and a Critical Evaluation 3 Gideon Keren 2 Levels of Information: A Framing Hierarchy 35 Shlomi Sher and Craig R. M. McKenzie 3 Mental Accounting and Individual Welfare 65 Dilip Soman and Hee-Kyung Ahn 4 Too Many Views to Capture: Reference Set Effects in Human Judgment 93 Chris Janiszewski PartII: Linguistic Aspects of Framing 117 5 Mechanisms Underlying Linguistic Framing Effects 119 Linda M. Moxey 6 Linguistic Polarity, Outcome Framing, and the Structure of Decision Making: A Pragmatic Approach 135 Denis J. Hilton 7 Alive or Not Dead: Implications for Framing from Research on Negations 157 Yaacov Schul vi CONTENTS 8 Direction-of-Comparison Effects: How and Why Comparing Apples with Oranges is Different from Comparing Oranges with Apples 177 Michaela Wänke and Leonie Reutner PartIII: Framing Effects: Empirical Findings 195 9 When Frames Meet Realities: On the Perceived Correctness of Inaccurate Estimates 197 Karl Halvor Teigen 10 The When and Why of Risky Choice Framing Effects: A Constructive Processing Perspective 219 Eric R. Igou 11 Valence Framings in Negotiations 239 Simone Moran and Ilana Ritov PartIV: Applications 255 12 Specifying When and How Gain- and Loss-Framed Messages Motivate Healthy Behavior: An Integrated Approach 257 Alexander J. Rothman and John A. Updegraff 13 What’s It All About?: Framing in Political Science 279 James N. Druckman 14 Framing Effects in Surveys: How Respondents Make Sense of the Questions We Ask 303 Wändi Bruine de Bruin Index 325 About the Editor Gideon Keren received a BA degree in economics (Hebrew University of Jerusa- lem) and an MBA (Hebrew University) and a PhD in cognitive psychology (Uni- versity of Illinois in Champaign-Urbana). Most of his research has been in the domain of behavioral decision making and the interface between psychology and economics. His main topics of research center on the perception of uncertainty and the comprehension of randomness, determinants of choice behavior, inter- temporal choice, and the role of language – specifically framing – in judgment and choice, which is the core theme of the present book. He published several articles on methodological and statistical issues in the social sciences, a topic on which he also edited a two-volume book. He is currently associated with the Tilburg Institute of Behavioral Economics Research located at Tilburg University in The Netherlands. Contributors Hee-Kyung Ahn Leonie Reutner University of Toronto University of Basel Toronto, Canada Basel, Switzerland Wändi Bruine de Bruin Ilana Ritov Carnegie Mellon University Hebrew University of Jerusalem Pennsylvania, USA Jerusalem, Israel James N. Druckman Alexander J. Rothman Northwestern University University of Minnesota Illinois, USA Minneapolis, USA Denis J. Hilton University of Toulouse Yaacov Schul Toulouse, France Hebrew University of Jerusalem Jerusalem, Israel Eric R. Igou University of Limerick Shlomi Sher Co. Limerick, Ireland University of California Chris Janiszewski San Diego, USA University of Florida Dilip Soman Florida, USA University of Toronto Gideon Keren Toronto, Canada Tilburg University Tilburg, The Netherlands Karl Halvor Teigen University of Oslo Craig R. M. McKenzie Oslo, Norwway University of California San Diego, USA John A. Updegraff Simone Moran Kent State University Ben Gurion University Ohio, USA Beersheba, Israel Michaela Wänke Linda M. Moxey University of Basel University of Glasgow Basel, Switzerland Glasgow, Scotland