Dans nos sociétés modernes, la santé et le bien-être des individus occupent une place de plus en plus grande, ce qui a conduit les chercheurs en marketing à s'intéresser aux problématiques liées à la promotion de la santé (Block et Keller, 1995; Cox et Cox, 2001; Keller et alii, 2003; Zhao et Pechman, 2007). Sur la base des recherches qui étudient les stratégies de communication susceptibles de provoquer le changement comportemental, ce travail doctoral cherche à répondre à la problématique suivante : comment améliorer l'efficacité des communications de santé ? Par le biais de deux expérimentations menées aux Etats-Unis entre 2009 et 2010, cette recherche étudie l'effet de deux caractéristiques du message, à savoir, le cadrage des conséquences du message (gains versus pertes) et l'objectif annoncé de la communication (prévention versus dépistage). Les résultats soulignent notamment qu'un cadrage de gains provoque une attitude plus favorable envers la recommandation, une intention plus élevée de la suivre ainsi que des intentions d'échanges et de recherche d'information plus élevées, ce qui est d'autant plus vrai lorsque l'objectif annoncé est celui du dépistage. Cette recherche apporte également une meilleure compréhension des mécanismes impliqués en montrant qu'un message de pertes provoque une imagerie mentale de valence plus négative et que la valence des images mentales est médiatrice de l'effet du cadrage. Ce travail doctoral donne lieu à des contributions théoriques, qui permettent d'éclairer la littérature sur les communications de santé, ainsi qu'à des contributions managériales, qui apportent des enseignements aux décideurs des communications de santé. / In our modern societies, individuals' health and well-being is a major concern which elicits marketing academics' interest to health promotion research questions (Block and Keller, 1995; Cox and Cox, 2001; Keller et alii, 2003; Zhao and Pechman, 2007). Based on research studying communication's strategies that could induce behavioral change, this doctoral work aims at answering the following research question: how to improve health communications effectiveness? Using two experiments conducted during 2009 and 2010 in the United-States, this research studies two message's characteristics, the message frame (gains versus losses) and the communication's promoted objective (prevention versus detection). Results highlight that a gain-framed message produces a more favorable attitude toward the recommendation, a higher intention to follow it and higher intentions to converse and to look for information, results that are even truer when communication's objective is detection. This research brings a better comprehension of depth processes involved, showing that a loss-framed message induces a valence of mental imagery which is more negative than a gain-framed message and that the valence of mental imagery mediates the effect of message framing. This doctoral work brings theoretical contributions, which add to health communications literature as well as managerial contributions, which bring learning to health communications managers.

Submitted by Marcia Bacha (marcia.bacha@fgv.br) on 2013-10-25T18:05:03Z No. of bitstreams: 1 Dissert_31ago_2010 _Cleverson_.pdf: 474989 bytes, checksum: fc7c4a876917d9bfebc1be6559068332 (MD5) / Approved for entry into archive by Marcia Bacha (marcia.bacha@fgv.br) on 2013-10-25T18:05:18Z (GMT) No. of bitstreams: 1 Dissert_31ago_2010 _Cleverson_.pdf: 474989 bytes, checksum: fc7c4a876917d9bfebc1be6559068332 (MD5) / Approved for entry into archive by Marcia Bacha (marcia.bacha@fgv.br) on 2013-10-25T18:05:29Z (GMT) No. of bitstreams: 1 Dissert_31ago_2010 _Cleverson_.pdf: 474989 bytes, checksum: fc7c4a876917d9bfebc1be6559068332 (MD5) / Made available in DSpace on 2013-10-25T18:05:38Z (GMT). No. of bitstreams: 1 Dissert_31ago_2010 _Cleverson_.pdf: 474989 bytes, checksum: fc7c4a876917d9bfebc1be6559068332 (MD5) Previous issue date: 2010 / Muitos trabalhos estrangeiros e alguns trabalhos brasileiros indicam que os consumidores têm um preço de referência em sua mente ao analisar o preço de um bem em particular, sendo este processo interno, externo ou ambos. Verifica-se também que o modo como as situações no momento da compra são apresentados (efeito framing) também influencia o processo decisório. Estes fenômenos têm sido explicados por estudos comportamentais e de constructos psicológicos. Este trabalho tem como objetivo explorar o efeito do crédito (em particular as compras parceladas) e do efeito framing nos preços de referência. O motivador deste estudo foi o grande volume de linhas de crédito que tem sido oferecido no mercado brasileiro. A maior parcela dos respondentes (41%) pertence a classe C que representa maior fatia de renda nacional e correponde a cerca de 103 milhões de pessoas (dados de agosto de 2010) e tende a evoluir para 56% da população (113 milhões até 2014). O método de pesquisa usado foi o experimental com manipulação por instrução. Pode-se confirmar a hipótese de que o preço de referência pode apresentar uma variação onde a sensação de perda é reduzida ao ser transferida para o longo prazo ou simplesmente anulada pela satisfação imediata de posse do bem. Não se pode confirmar hipótese de que o crédito pode influenciar a formação de preços de referência. Contudo, pode-se explorar o tema e fornecer bases para motivar pesquisas futuras a respeito. / Several studies performed abroad and some brazilian ones indicate that customers have a reference price in mind when evaluating the price of one particular good, which can be whether internal, external or both. Besides, it can be noticed the way that the situations are presented (framing effect) have influence in the decision making process. These phenomena have been explained by behavioral studies as well as with psychologic constructs. The objective of this study is to explore the effect of the credit and the framing effect in the reference price. The motivation of this study is the great volume of credit that has been offered in the brazilian market. The majority of the people who answered the research (41%) belongs the C class that represents the largest portion of income in the national scenario and corrensponds to about 103 million of people (information of August/2010) and tends to grow to up to 56% of the population (113 million up 2010). The method of research used was experimental with manipulation thru instruction. It could be confirmed the hypothesis that the reference price can suffer a variation where the sensation of loss is reduced or transferred to the long term or simply cancelled by the immediate satisfaction of ownership of the good. It could not be confirmed the hypothesis that the credit can influence the reference price. However, the theme could be explored and offer a basis for future researches about the subject.

The endowment and the framing effect are widely examined cognitive biases. The experimental economics literature, using choice data gathered through an elicitation device, commonly finds evidence of these biases. Recent work by Cason & Plott (2014) shows that the interpretation of choice data as consistent with biases related non-standard preference theory could also be consistent with confusion or misconception of the game type used to elucidate preferences. I use the Cason and Plott card auction framework to analyze offers of buyers and sellers in an experimental setting with subjects from the University of New Orleans simulating 97 sellers and 90 buyers. The two games have symmetric payoffs in order to examine cognitive biases given subjects’ misconception of the game form. Subjects of both games display misconception of game form that explains both endowment and framing effects by rational confused choice; however, buyers display a much greater dispersion of offers than sellers. I estimate card implied valuation of sellers and buyers given game form misconception and find no statistical endowment effect, but I do find valuation is more uncertain in the buyer’s game. The theory of Rational Inattention predicts this lack of offer symmetry is due to the additional cognitive steps necessary in calculating buyer offers.

This diploma thesis deals with the topic of individual differences in susceptibility to framing effects. While some people respond sensitively to changes in the wording of decision problems, other people remain consistent in their decision-making regardless of a problem formulation. The goal of this thesis is to describe the current state of research evidence about these differences. The thesis first introduces main theoretical concepts of framing effect, focusing particularly on Prospect Theory, Dual-Process Theory and Fuzzy-Trace Theory. The thesis also elaborates on a framing effect typology, describes the main moderators of the effect, and summarizes the most important meta-analyses and replication studies. In the next part, the thesis introduces the main empirically described predictors of resistance to framing among cognitive styles, cognitive abilities, numeracy, personality dispositions and developmental factors. In the empirical part of the thesis, a pre- registered quantitative online study on a convenience sample from a Czech adult population (N = 584) was conducted with the goal of testing whether numeracy predicts resistance to framing above and beyond fluid intelligence, need for cognition and faith in intuition. For the purpose of the study, adapted two-factor Resistance to Framing scale and...

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本研究欲探討以個人認知需求為調節變項，考量框架效應和個人與工作適配度，是否對工作預期和求職吸引力產生影響。先前Buda和Charnov (2003)的研究僅闡釋低認知需求較易受框架效應影響，而本研究則欲進一步瞭解，是否高認知需求者在評估求職吸引力時，受個人與工作適配度影響較大。本研究採2x2 x2受試者間之實驗設計，所操弄獨變項為：框架效應（正負相框架訊息）。依變項為「求職吸引力」，「認知需求」為調節變項。 本研究之受試者為204位大學生，研究結果顯示個人與工作適配度與求職吸引力有正相關，當個人與工作適配度愈高，求職吸引力愈高。當應徵者為高認知需求者，個人與工作適配度與求職吸引力間的關係高於應徵者為低認知需求者。研究者分別就結果加以討論，提出可能的解釋，並檢討本研究之限制與貢獻。

L’interaction homme-robot est un domaine qui en est encore à ses balbutiements.Les développements se sont avant tout concentrés sur l’autonomie et l’intelligence artificielle et doter les robots de capacités avancées pour exécuter des tâches complexes. Dans un proche avenir, les robots développeront probablement la capacité de s’adapter et d’apprendre de leur environnement. Les robots ont confiance, ne s’ennuient pas et peuvent fonctionner dans des environnements hostiles et dynamiques - tous des attributs souhaités à l’exploration spatiale et aux situations d’urgence ou militaires. Ils réduisent également les coûts de mission, augmentent la flexibilité de conception et maximisent la production de données. Cependant, lorsqu’ils sont confrontés à de nouveaux scénarios et à des événements inattendus, les robots sont moins performants par rapport aux êtres humains intuitifs et créatifs (mais aussi faillibles et biaisés). L’avenir exigera que les concepteurs de mission équilibrent intelligemment la souplesse et l’ingéniosité des humains avec des systèmes robotiques robustes et sophistiqués. Ce travail de recherche propose un cadre formel, basé sur la théorie de jeux, pour une équipe de drones qui doit coordonner leurs actions entre eux et fournir à l’opérateur humain des données suffisantes pour prendre des décisions « difficiles » qui maximisent l’efficacité de la mission, selon certaines directives opérationnelles. Notre première contribution a consisté à présenter un cadre décentralisé et une fonction d’utilité pour une mission de patrouille avec une équipe de drones. Ensuite, nous avons considéré l’effet de cadrage, ou « framing effect » en anglais, dans le contexte de notre étude,afin de mieux comprendre et modéliser à terme certains processus décisionnels sous incertitude.Ainsi, nous avons réalisé deux expérimentations avec 20 et 12 participants respectivement. Nos résultats ont révélé que la façon dont le problème a été présenté (effet de cadrage positif ou négatif), l’engagement émotionnel et les couleurs du texte ont affecté statistiquement les choix des opérateurs humains. Les données expérimentales nous ont permis de développer un modèle d’utilité pour l’opérateur humain que nous cherchons à intégrer dans la boucle décisionnelle du système homme-robots. Enfin, nous formalisons et évaluons l’ensemble du cadre proposé où nous "fermons la boucle" à travers une expérimentation en ligne avec 101 participants. Nos résultats suggèrent que notre approche permet d’optimiser le système homme-robots dans un contexte où des décisions doivent être prises dans un environnement incertain. / Human-robot interaction is a field that is still in its infancy. Developments havefocused on autonomy and artificial intelligence, and provide robots with advanced capabilitiesto perform complex tasks. In the near future, robots will likely develop the ability to adapt andlearn from their surroundings. Robots have reliance, do not get bored and can operate in hostileand dynamics environments - all attributes well suited for space exploration, and emergency ormilitary situations. They also reduce mission costs, increase design flexibility, and maximizedata production. However, when coped with new scenarios and unexpected events, robots palein comparison with intuitive and creative human beings. The future will require that missiondesigners balance intelligently the flexibility and ingenuity of humans with robust and sophisticatedrobotic systems. This research work proposes a game-theoretic framework for a drone teamthat must coordinate their actions among them and provide the human operator sufficient datato make “hard” decisions that maximize the mission efficiency, according with some operationalguidelines. Our first contribution was to present a decentralized framework and utility functionfor a drone-team patrolling mission. Then, we considered the framing effect in the context of ourstudy, in order to better understand and model certain human decision-making processes underuncertainty. Hence, two experiments were conducted with 20 and 12 participants respectively.Our findings revealed that the way the problem was presented (positive or negative framing), theemotional commitment and the text colors statistically affected the choices made by the humanoperators. The experimental data allowed us to develop a utility model for the human operatorthat we sought to integrate into the decision-making loop of the human-robot system. Finally,we formalized and evaluated the close-loop of the whole proposed framework with a last onlineexperiment with 101 participants. Our results suggest that our approach allow us to optimize thehuman-robot system in a context where decisions must be made in an uncertain environment.

Per comprendere in che modo promuovere il contributo economico-finanziario al bene comune tramite tasse e donazioni monetarie, è stato adottato l’approccio della psicologia economica e un disegno di ricerca misto, utilizzando strumenti di ricerca qualitativa e quantitativa. Un primo studio di carattere qualitativo ha evidenziato come tasse e donazioni siano riconosciute come due forme alternative e complementari per contribuire al bene comune solo da punto di vista cognitivo, non affettivo. Successivamente, uno studio sperimentale basato sull’utilizzo dell’effetto framing ha mostrato che un ‘gain frame’ (ritorno di tipo materiale) è efficace nell’aumentare la propensione alla correttezza fiscale, mentre un ‘hedonic frame’ (ritorno di tipo emozionale) è efficace nell’aumentare la propensione a effettuare donazioni monetarie. Questi frame risultano particolarmente rivelanti quando prevale una motivazione di carattere estrinseco. Inoltre, la distanza a livello affettivo tra tasse e donazioni sembra emergere soprattutto con l’acquisizione di reale esperienza fiscale, come suggerito dalla differenza riscontrata tra studenti e lavoratori. Infine si suggerisce che, nonostante le differenze individuate, versare correttamente le tasse ed effettuare donazioni monetarie presentano alcuni elementi di somiglianza in quanto condividono antecedenti comuni, ovvero la motivazione a contribuire legata all’accessibilità (rendere il bene comune accessibile a chiunque) e la motivazione legata al guadagno personale (ottenere un ritorno personale in cambio del proprio contributo). In conclusione, i risultati offrono spunti teorici e pratici (per esempio, ‘nudge’) per lo sviluppo di interventi atti a favorire il contributo economico-finanziario al bene comune. / To understand how to promote the financial provision for the common good through paying taxes and making charitable donations, an economic-psychological perspective and a mixed-method approach – combining both qualitative and quantitative research tools – are adopted. First, a qualitative study shows that the acknowledgment of taxes and donations as two alternative and complementary ways to provide for the common good seems to stand merely on a formal and cognitive level, whilst at an affective level they appear to be very distant. Next, an experimental study using framing effect shows that a gain frame (i.e., material return) is effective in increasing intended tax compliance, whereas a hedonic frame (i.e. emotional return) is effective in increasing donation intention. Such frames are especially relevant when extrinsic motivation prevails. Moreover, the distance at affective level between taxes and donations seems to mostly arise with the acquisition of real tax experience, as suggested by the difference that is found between students and taxpayers. A final study suggests that, despite the above-mentioned differences, paying taxes and making donations are similar in that they share some common antecedents, which are the motives to provide for the common good. Such motives are ‘Accessibility’ (i.e., making the common good accessible to anyone and fulfilling people’s basic needs) and ‘Personal Gain’ (i.e., getting a return and personal advantage in exchange for one’s contribution). In conclusion, insights are offered to scholars, practitioners, and policy-makers to support the development of policies, interventions, and nudges aimed at promoting the financial provision for the common good.

Das Thema der Nachhaltigkeit hat in dem letzten Jahrzehnt einen spürbaren gesellschaftlichen Aufschwung erfahren. Doch trotz dessen zeigt sich immer noch eine deutliche Diskrepanz zwischen dem Bewusstsein der KonsumentInnen und dem tatsächlichen nachhaltigen Handeln (Pufé 2014). Diesbezüglich wird in dieser Arbeit dem sog. Framing-Effekt von Daniel Kahneman eine entscheidende Rolle zugeschrieben. Er beschreibt eine Möglichkeit, das Entscheidungsverhalten von VerbraucherInnen durch die unterschiedliche Darstellung gleicher Informationen zu steuern (Kahneman 2012). Bisher wurden diese beiden Themenkomplexe kaum in Verbindung gebracht, sodass Framing selten einen Beitrag zur Förderung nachhaltiger KonsumentInnenentscheidungen zugesprochen wird. Die Arbeit versucht mit folgender Forschungsfrage genau diesen Zusammenhang zu ergründen: Wie lässt sich Nachhaltigkeit in ökonomischen Kontexten bei Kaufentscheidungen durch Framing realisieren? Durch ein deduktives Ableiten aus der Theorie sowie einer Analogiebildung mittels einer Beispielstudie, konnten handlungsleitende Schlüsse für das Framing von nachhaltigem Konsum gezogen werden. Die Resultate zeigen auf, dass eine Modifizierung der klassischen Nachhaltigkeitsdimensionen notwendig erscheint. Branchen- und zielgruppenübergreifend sollte die ökonomische Dimension beim Framing ausgeklammert werden, um den vorherrschenden „Bias“ der Kosten zu entkräften. Zudem wurde eine neue Dimension „Individuum“ deduktiv abgeleitet, welche die individuellen Konsum- und Lebensstile und damit eine Differenzierung von Zielgruppen und Branchen beim Nachhaltigkeits-Frame einschließt. Des Weiteren wurde festgestellt, dass sowohl Unternehmen, KonsumentInnen als auch die Wissenschaft jeweils einen Beitrag zur Förderung des nachhaltigen Konsums mittels Framing leisten können.

Das Thema der Nachhaltigkeit hat in dem letzten Jahrzehnt einen spürbaren gesellschaftlichen Aufschwung erfahren. Doch trotz dessen zeigt sich immer noch eine deutliche Diskrepanz zwischen dem Bewusstsein der KonsumentInnen und dem tatsächlichen nachhaltigen Handeln (Pufé 2014). Diesbezüglich wird in dieser Arbeit dem sog. Framing-Effekt von Daniel Kahneman eine entscheidende Rolle zugeschrieben. Er beschreibt eine Möglichkeit, das Entscheidungsverhalten von VerbraucherInnen durch die unterschiedliche Darstellung gleicher Informationen zu steuern (Kahneman 2012). Bisher wurden diese beiden Themenkomplexe kaum in Verbindung gebracht, sodass Framing selten einen Beitrag zur Förderung nachhaltiger KonsumentInnenentscheidungen zugesprochen wird. Die Arbeit versucht mit folgender Forschungsfrage genau diesen Zusammenhang zu ergründen: Wie lässt sich Nachhaltigkeit in ökonomischen Kontexten bei Kaufentscheidungen durch Framing realisieren? Durch ein deduktives Ableiten aus der Theorie sowie einer Analogiebildung mittels einer Beispielstudie, konnten handlungsleitende Schlüsse für das Framing von nachhaltigem Konsum gezogen werden. Die Resultate zeigen auf, dass eine Modifizierung der klassischen Nachhaltigkeitsdimensionen notwendig erscheint. Branchen- und zielgruppenübergreifend sollte die ökonomische Dimension beim Framing ausgeklammert werden, um den vorherrschenden „Bias“ der Kosten zu entkräften. Zudem wurde eine neue Dimension „Individuum“ deduktiv abgeleitet, welche die individuellen Konsum- und Lebensstile und damit eine Differenzierung von Zielgruppen und Branchen beim Nachhaltigkeits-Frame einschließt. Des Weiteren wurde festgestellt, dass sowohl Unternehmen, KonsumentInnen als auch die Wissenschaft jeweils einen Beitrag zur Förderung des nachhaltigen Konsums mittels Framing leisten können.