The Influence Of Social Comparison On The Frame Effect Of Decision-making Graphics

Just like the traditional verbal framing effect,the graphic framing effect will affect people's decision-making results,causing individuals to violate the principle of invariance of description and to have the irrational deviation of decision-making results.No matter in the field of risk decision making or other decision-making fields,the research on verbal framing effect has accumulated a lot of data.However,graph framing effect is a new research direction in the field of decision making and there is little related research.At present,some studies have found that time pressure,emotion,attention and other factors can affect the graph framing effect in decision making,while no study has examined the relationship between social comparison and the framing effect of decision graphics.In this study,different decision-making tasks were used to explore this issue in two experiments,in order to reveal the cognitive processing mechanism of social comparison influencing the framing effect of decision graphics.In this study,the effects of social comparison on the graph framing effect of different decision tasks were investigated in two experiments:Tablet Purchase Task(Experiment 1)and Lottery Purchase Task(Experiment 2).In Experiment 1,a mixed experimental design of 3(social comparison:no social comparison,social comparison A,and social comparison B)×2(graph version:graph version 1,graph version 2)×2(brand type:brand A,brand B)was adopted for the purchase task of the tablet.Based on the results of the Experiment 1,in order to further enhance the level of social comparison,Experiment 2 used a mixed experimental design which is 3(social comparison:no social comparison,social comparison,social comparison B)×2(graphics version:graphics version,graphics version 2)×2(lottery types:lottery,lottery B).The dependent variables are the preference score of brand type or lottery type and the final purchase decision result.The results and conclusions of this study are as follows:(1)Significant graph framing effect appeared in different decision-making tasks in the condition of no social comparison,which is consistent with previous studies.(2)In the task of brand preference judgment,the addition of brand A's social comparison weakens the graph frame effect of decision-making,while the addition of brand B's social comparison results in the reversal of graph frame effect;In the task of brand decision making,adding social comparison of brand A eliminates the graph framing effect,while adding social comparison of brand B results in the reversal of graph framing effect.(3)In the task of lottery preference judgment,both the social comparison with lottery A and the social comparison with lottery B eliminated the graph frame effect of decision-making.In the lottery purchase decision task,both the social comparison with lottery A and the social comparison with lottery B eliminated the graph-frame effect of the decision,but in the two social comparison conditions,the majority subjects chose lottery A with high awards probability.This study revealed the graph framing effect in brand information processing task and lottery purchase judgment and decision task,and found that different social comparisons weaken or even eliminate the graph framing effect of decision,and even lead to the reversal of the graph framing effect of decision.These results not only help to reveal the cognitive processing mechanism of the graph frame effect of social comparison on decision-making,but also have important practical significance for promoting rational decision-making and improving decision-making effect in real life.