Pay Attention To The Influence On The Graphic Frame Effect

Like traditional framing effect,the framing effect of the graphic representation brings people making irrational decisions that violated the axiom of description invariance.The graph-framing effect is working by heuristic attribute substitution,which is the reason of cognitive bias of the graph-framing effect.The heuristic comes from dual-process theory,the theory holds that people have two different cognitive operating system——heuristic system(system 1)and analysis system(system 2).The attribute substitution under the heuristic system usually produces intuition judgment,which may lead to the decision bias.And the analytical system is the process of rational processing the study of heuristics and bias found that attention could effectively eliminate cognitive bias.As the first step information processing,attention is the beginning of all psychological processes.It is always accompanied by the occurrence of other psychological processes.Choosing different cognitive activities to arouse attention to investigate its influence on graph-framing effect,which is helpful to theoretically understand the role of attention in eliminating the cognitive bias of graph-framing effect,and in practice,it also can discover effective forms of attention to reduce cognitive bias.There are still few studies on the influencing factors of the graph-framing effect.The study of Sun et al.(2012)investigates the role of logical processing,theirs research starts with the first stage of graph-framing effect psychological mechanism——The Graph-edited Equate-to-differentiate Model(GEM),and eliminates the effect of graph-framing effect by eliminating the heuristic attribute substitution.Following previous research ideas,we still start with the elimination of heuristic attribute substitution.According to dual-process theory,heuristic system usually produces intuition judgement,generally can not realize the processing process;while analytical system is more dependent on reason,it can realize the processing process Therefore,we choose the attention factor that can weaken the heuristic thinking and enhance the analytical thinking to investigate the influence of attention accompanied by different cognitive activities on the graph-framing effect.We used the scholarship apply and risky lottery purchase decision-making tasks,and discussed the influence of attention accompanied by different cognitive operations on graph-framing effect.First of all,study 1was to verify the graph-framing effect under two decision-making tasks and for the basis of the follow-up study,;Study 2 introduce the attribute importance,to explore the effect of attention caused by the attribute importance evaluation on the graph-framing effect,including two sub-studies,the study of 2a measures the attribute importance through a problem,and thestudy of 2b applies attribute importance through situation manipulation.Study 3 introduce the simple warning,to explore the effect of attention caused by simple reminder that did not involve decision attributes on the graph-framing effect.To verify the conclusions of previous studies and for the basis of the follow-up study,study 1 proved the existence of graph-framing effect.The result found that: Under the decision information unchanged,when the graph of the representation information changes,the individual's decision preferences were reversed,showing a decision bias,that is the graph-framing effect.The purpose of study 2 was to preliminarily explore the effect of attention caused by the attribute importance that involving decision information on graph-framing effect.Study 2a investigated the effect of attention caused by measuring the individual's own attribute importance that involving decision information on graph-framing effect.The result found that:Under the attribute importance measured condition,individuals did not exhibit graph-framing effect.Compared with study 1,the attention caused by measuring attribute importance before decision can effectively eliminate the graph-framing effect.Study 2b investigated the effect of attention caused by imposing the external attribute importance that involving decision information on graph-framing effect.The result found that: Under the attribute importance manipulated condition,individuals did not exhibit graph-framing effect.Compared with study1,the attention caused by imposing attribute importance before decision can effectively eliminate the graph-framing effect.In a word,whether individual's attribute importance preference or external attribute importance preference,attention accompanied by attribute importance evaluation can effectively eliminate the graph-framing effectIn Study 3,the effects of attention on the graph-framing effect were examined by the simple reminder that did not involve decision attributes.The results showed that,under the simple warning condition,individuals did not exhibit the graph-framing effect.Compared with study 1,the attention caused by simple warning can effectively eliminate the graph-framing effect.According to the experimental results of previous research and this study,we can get the following conclusions:(1)The graph-framing effect is a stable existence.Individual's decision preference varies with the change of the graph that represented information.(2)The attention caused by attribute importance that involving decision attributes can effectively eliminate the graph-framing effect.(3)The attention caused by simple reminder that did not involving decision attributes can effectively eliminate the graph-framing effect.