The effects of framing on decision making: Moderating effect of regulatory focus

정은경

doi:10.51457/kjcp.2019.06.3.1.49

KOREAN
P-ISSN2586-0755
E-ISSN2799-8444
KCI

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P-ISSN 2586-0755
E-ISSN 2799-8444

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Vol.3, No.1

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The effects of framing on decision making: Moderating effect of regulatory focus

KOREAN JOURNAL OF COACHING PSYCHOLOGY / KOREAN JOURNAL OF COACHING PSYCHOLOGY, (P)2586-0755; (E)2799-8444

2019, v.3 no.1, pp.49-59

https://doi.org/10.51457/kjcp.2019.06.3.1.49

(2019). The effects of framing on decision making: Moderating effect of regulatory focus. KOREAN JOURNAL OF COACHING PSYCHOLOGY, 3(1), 49-59, https://doi.org/10.51457/kjcp.2019.06.3.1.49

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Abstract

Recent research on decision-making reveals that ones’ choice or decision is not only driven by rational reason, but also by irrational emotions or intuition. There are largely two factors that affect people making irrational decisions: situational contexts and individual features. Framing is a good example of contexts and regulatory focus is a motivational inclination affecting one’s choice. Present study aims to explore the role of framing as a situational variable and regulatory focus as an individual difference variable in supporting a policy. 132 college students participated in the experiment and randomly assigned to positive or negative frame. The results showed that the interaction effect of framing and regulatory focus was significant whereas the main effects of framing and regulatory focus were not significant. Specifically, promotion-focused participants were more in favor of the policy than prevention-focused participants under the positive frame. However, this effect was not observed under the negative frame. In addition, positive correlation between the perceived benefits and policy support and negative correlation between the perceived risk and policy support were found. Implications and limitations are discussed based on the results of the current study.

keywords: framing, regulatory focus, policy support, perceived gain, perceived risk

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