The Role of Attention in Attribute Framing

Testing the adaptability of people's use of attribute frame information

The informational leakage account of attribute framing effects proposes that a communicator's choice of frame provides informational value, such that different frames are not informationally equivalent. Across five studies communicating food risks, we investigated the adaptability of communication recipients' (our participants) use of frame information by manipulating the degree to which the communicator ostensibly had a choice over how the information was framed. Within-participants framing effects were observed across all conditions of all studies. Only in Study 4 (the only study in which communicator choice was manipulated within-participants) was there any evidence for an attenuation of framing effects where the communicator was not responsible for how the information was framed. Overall, regardless of whether or not framing effects are driven by the informational value contained in a communicator's choice of frame, people show little sensitivity to situations where that choice is removed.

Attentional and emotional brain response to message framing in context of green marketing

Background

Message framing plays an important role in advertising strategies and has been studied from various perspectives in different behavioral studies.

New method

This study employs the event-related potential technique to examine attentional and emotional brain processing as influenced by message framing in the context of green marketing.

Results

The behavioral results demonstrated that purchase preference was higher under positive framing compared to negative and neutral framing.

As per the event-related potential results, negative framing elicited a larger P1 component, which reveals that in the first stage of processing information, threatening information attracted more attention. In the second and third stage, N170 and P3, respectively, were higher for positive framing, demonstrating that there was more attention toward the processing of non-threatening emotional information.

Comparison with existing method: Message Framing has been previously examined with behavioral methods. We for the first time examined it with a neuroscientific method like Event Related Brain Potential technique in a green marketing context.

Conclusion

Our results compared to behavioral studies provide stronger evidence from underlying neural perspective for how message framing can be affected by attentional and emotional brain responses in the context of green marketing.

"Alive" or "not dead": The contribution of descriptors to attribute-framing bias

Attribute-framing bias (AFB) refers to bias in evaluating positively framed objects more favourably than the same objects framed negatively. In most AFB studies, framing is manipulated by contrasting the positive and negative outcomes, using the corresponding positive (success) or negative (failure) labels as descriptors. This study examined the unique contributions of the outcomes of the scenario and the labels describing these outcomes by manipulating them orthogonally. In three experiments, framing scenarios were presented to participants with either positive outcomes rendered with positive (65% passed) or negative (65% didn't fail) descriptors, or negative outcomes rendered with positive (35% didn't pass) or negative (35% failed) descriptors. All experiments revealed a strong effect for the outcome with a weaker effect for the descriptor valence, suggesting that outcomes have a stronger influence on AFB than do descriptors. We discuss the results within a theoretical framework that maps the outcome effects onto attention mechanisms and descriptor effects onto association-activation mechanisms.