Choice, Rating, and Ranking: Framing Effects with Different Response Modes

Abstract

In a typical risky choice framing task, people have to choose among two options, which are either positively or negatively framed. Choices in the two framing conditions are then compared. However, different preferences between the conditions can be due to changes in the evaluation of the single constituent options or due to specific processes triggered by the choice task. In order to clarify the source of the framing effect, we investigate the effect with different response modes: choice, rating, and ranking. The rating and ranking findings indicate that what is commonly called a risky choice framing effect is actually a framing effect that changes the evaluation of only the riskless option, although there is little or no effect on the risky option. According to these findings, risky choice framing might be construed as a process of attribute framing, which is independent of risk preference in choice contexts. © 2011 John Wiley & Sons, Ltd.