lecture 6: framing Flashcards

1
Q

prospect theory

A

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
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2
Q

why does preference depend on framing?

A
  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)
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3
Q

gain-frame vs loss-frame

A
  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
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4
Q

results detection/prevention and gain/loss-frame

A

results research mammography (=detection)

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

results sunscreen (=prevention)

  • loss-frame: 53% picked free sample
  • gain-frame: 71% picked free sample (better)
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5
Q

rothman et al. study 1: dangerous virus results

A

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 (weirdly enough)
  • H3: accepted
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6
Q

rothman et al study2: promote use of mouthwash results

A

manipulations:

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

results:

  • loss frame in combination with detection worked 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

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7
Q

mann et al. about flossing teeth results

A

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
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