With limited information processing capacity, people often rely on heuristics, or rule of thumb, to make decisions. In most situations, these heuristics are useful, however, it is possible to result in systematic biases. One of the biases is framing effect, which refers to the phenomenon that the framing message significantly affects how decision maker infer meaning and hence understand the situation. When a specific attribute is framed in positive or negative terms and result in different decision outome, the attribute framing effect occurs.
Although a large amount of studies on framing effect has been cumulated, related works on debiasing the framing effect is limited. Based on past literatures, this study proposed a comprehensive framework to suggest and investigate the effect of debiasing strategies, which were developed in terms of sources of bias including individual difference, imcomplete external information and insufficient cognitive effort of decision makers.
Four experitmts were conducted in this study. First, the subjective knowledge, objective knowledge and need for cognition are considered as the possible moderator of attribute framing effect. The second experiment aimed to understand that whether the completeness of decision problem and amounts of attributes affect the phemenon of attribute framing effect. The debiasing effect of warning and elaboration were examind in the third and fourth experiments respectively.
The results suggested that both subjective and objective knowledge as well as participants¡¦ need for cognition did not moderate the attribute framing effect. Specifically, the attribute framing effect is observed in all groups regardless of the individual differences. Second, the attribute framing effect disappeared when subjects were provided with positive and negative messages simultaneously.
Third, attribute framing effect occurred for subjects in one attribute, three and five attribute conditions. That is, one attribute is sufficient for the framing effect to be observed. Moreover, there is an inverted U relationship between subjects¡¦ attitude and the amount of negative attributes.
The framing effect was weakened but is not eliminated when the participants were provided with warnings. In addition, weak warning can prevent subjects of high level need for cognition from framing effect, whereas strong warning can eliminate subjects¡¦ framing effect successfully for group of low level need for cognition. Finally, elaboration is the most effective debiasing strategy in this study to eliminate the framing effect.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0123106-144921 |
| Date | 23 January 2006 |
| Creators | Cheng, Fei-Fei |
| Contributors | Houn-Gee Chen, Hsin-Hui Lin, Shu-Chu Liu, Jen-Her Wu, Feng-Yang Kuo |
| 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-0123106-144921 |
| Rights | not_available, Copyright information available at source archive |
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