Based on the Prospect Theory by Kahneman and Tversky (1979) and the Impression Formation Theory by Fiske and Neuberg (1990), this research examines decision makers¡¦ information attention for subjects who are required to judge under framing. The eye-tracking technology is applied to evaluate decision makers¡¦ information attention. The results indicate that, as predicted by the Prospect Theory, the effect of framing is observed in both positive and negative framed conditions. Overall, the study finds that subjects in negative frames exert more effort in information attention than those in positive frames. Concerning the effect of the need for cognition (NC) trait in negative framing conditions, the finding shows that subjects who have a higher level of NC exert more effort in information attention than the low NC subjects. In addition, subjects with high a higher level of math ability focus exert more attentional effort on possible outcomes and probabilities in positive framing but not in negative framing. Finally, the result shows that there is no relationship between information attention and the framing effect, indicating that the framing effect is resilient to the influence of information attention effort induced by both the personality traits like NC and the mechanism like deep thought. Collectively, these results pave the way for future research to study cognitive processes under framing so that we can understand how different information representations may increase or lessen the effect of framing.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0718107-214439 |
| Date | 18 July 2007 |
| Creators | Hsu, Chiung-Wen |
| Contributors | Ruey-Ming Tsay, Jim-Lin Lee, Houn-Gee Chen, Feng-Yang Kuo, Hsin - Hui Lin |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | Cholon |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0718107-214439 |
| Rights | campus_withheld, Copyright information available at source archive |
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