A Experimental Research Of Impacts Of Emotion And Congnitive Style On The Frame Effects

Framing effects has been one of the research hotspots in the area of decision-making sinceTversky and Kahneman proposed the concept. Studies have shown that thedecision-makersareoften influenced by many factors when they make a decision in their reallife.Inevitably, sometimes under the impact of the presentation or statement forms of a problem,decision-makers will make irrational decisions. Framing effects means that with the differencebetween the presentation or statement forms of a problem, people will make different selection.Therefore, the research of framing effects can provide a set of theoretical basis and practiceguidance for decision-makers to make rational decisions. Up to now, researchers at home andabroad have done many researches on framing effects; however, they have done few researchesabout the influence of emotion on framing effects. Although there have been many researchesabout the impact of cognitive style on framing effects, different scholars drew differentconclusions accordingly. Thus, this paper mainly discusses the influence of emotion andcognitive style on framing effects when someone are making a decision, among which framingeffects primarily include risky choice framing effects, attribute framing effects and goal framingeffects. This paper aims at revealing under what kind of emotion and what kind of cognitive stylethat framing effects phenomenon will occur, which will help decision-makers to adjust theirmood promptly when they are making a decision. According to their cognitive style,decision-makers can develop their advantages, and avoid disadvantages, try their best to avoidthe influence of framing effects, so as to make more reasonable decision.The study included two experiments: the first experiment is to explore the impact ofemotion on the framing effect, emotion, which investigate the impact of frameworks, gender,profession on risky choice framing effects, as well as the effect of framework and emotion on theattribute framing effects and goal framing effects. The second experiment explores the effect ofcognitive style on framing effects, examines the rational-experiental thinking styles and theframework on the risky choice framing effects, attribute framing effects and goal framing effects.Comprehensive experimental results, the conclusions are following:(1) When people are making decisions, they will be affected by the the form (positive,negative framework) the problem presented in,there exits framing effects.(2) Different emotional states has a different effect on framing effects. In the risky choice framing effects, positive emotional and neutral emotional state will enhance the risky choiceframing effects, and the negative emotional state is not significant with the risky choice framingeffects;in the attribute framing effects and goal framing effects, emotional state and theframework has a significant main effect on the attribute framing effects and goal framing effects,but the interaction between emotions and the framework is not significant.(3) Risky choice framing effects exists significant differences of gender and professionalbackground; the attribute framing effects and goal framing effects does not exist a significantdifferences of gender and professional background.(4) Different cognitive styles has a different effect on framing effects. In the, the rationalthinking style will weaken the effects on the risky choice framing effects, and experientalthinking style are more prone to occur risky choice framing effects; in the attribute framingeffects and goal framing effects, cognitive style and the framework has a significant main effecton the attribute framing effects and goal framing effects, but the interaction between cognitivestyle and the framework is not significant.