Frame Effect Theories; Review and Assessment

摘要

Framing effect is observed when representation of options in different terms of gains (positive frame) or losses (negative frame) provokes systematically different choices or decisions. Several theories were identified by empirical studies and explained the framing effect, which afterwards been categorized into four models of formal, cognitive, motivational and, metaphorical. In this paper we discuss the current theories and their principles, importance, weaknesses and strengths, in order to provide the better understanding about frame effect phenomenon. We also compare the proposed theories based on the finding of previous literature reviews.