TheFraming of DecisionsIFraming is the manner in whicha decision scenario is describedand presentedIFraming provides the context inwhich a decision scenario isinterpreted and evaluatedAsian Disease Scenario [Tversky, A. , Kahneman, D. 1981]Imagine that the U.S. is preparing for the outbreak of an unusualAsian disease, which is expected to kill 600 people. Twoalternative programs to combat the disease have been proposed.Assume that the exact scientific estimate of the consequences ofthe programs are as follows:Positive FrameProgram B 1/3 probability 600saved, 2/3probability 0 saved==Negative FrameProgram C 400 people die72 % choose Program A 78 % choose Program DAsian Disease Scenario [Tversky, A. , Kahneman, D. 1981]Imagine that the U.S. is preparing for the outbreak of an unusualAsian disease, which is expected to kill 600 people. Twoalternative programs to combat the disease have been proposed.Assume that the exact scientific estimate of the consequences ofthe programs are as follows:Positive FrameProgram A 200 people savedProgram B 1/3 probability 600saved, 2/3probability 0 saved==Negative FrameProgram C 400 people die72 % choose Program A 78 % choose Program DAsian Disease Scenario [Tversky, A. , Kahneman, D. 1981]Imagine that the U.S. is preparing for the outbreak of an unusualAsian disease, which is expected to kill 600 people. Twoalternative programs to combat the disease have been proposed.Assume that the exact scientific estimate of the consequences ofthe programs are as follows:Positive FrameProgram A 200 people savedProgram B 1/3 probability 600saved, 2/3probability 0 saved==Negative FrameProgram C 400 people die72 % choose Program A78 % choose Program DAsian Disease Scenario [Tversky, A. , Kahneman, D. 1981]Imagine that the U.S. is preparing for the outbreak of an unusualAsian disease, which is expected to kill 600 people. Twoalternative programs to combat the disease have been proposed.Assume that the exact scientific estimate of the consequences ofthe programs are as follows:Positive FrameProgram B 1/3 probability 600saved, 2/3probability 0 saved==Negative FrameProgram C 400 people dieProgram D 1/3 probability 0die, 2/3 probability600 die72 % choose Program A 78 % choose Program DAsian Disease Scenario [Tversky, A. , Kahneman, D. 1981]Imagine that the U.S. is preparing for the outbreak of an unusualAsian disease, which is expected to kill 600 people. Twoalternative programs to combat the disease have been proposed.Assume that the exact scientific estimate of the consequences ofthe programs are as follows:Positive FrameProgram B 1/3 probability 600saved, 2/3probability 0 saved==Negative FrameProgram C 400 people dieProgram D 1/3 probability 0die, 2/3 probability600 die72 % choose Program A78 % choose Program DAsian Disease Scenario [Tversky, A. , Kahneman, D. 1981]Imagine that the U.S. is preparing for the outbreak of an unusualAsian disease, which is expected to kill 600 people. Twoalternative programs to combat the disease have been proposed.Assume that the exact scientific estimate of the consequences ofthe programs are as follows:Positive FrameProgram A 200 people savedProgram B 1/3 probability 600saved, 2/3probability 0 saved==Negative FrameProgram C 400 people dieProgram D 1/3 probability 0die, 2/3 probability600 die72 % choose Program A 78 % choose Program DTheNeedfor a Principled Approach to FramingIA single scenario may be framed in multiple ways, resulting indiffering interpretations and evaluations [Frisch, D. 1993]IFraming is unavoidable in all but the most trivial ofcircumstances and can be found in:IFinancial planning [Schoorman, F., et al. 1994]ITaxes [Highhouse, S. and Paese, P. 1996]IAIDS [Levin, I. and Chapman, D. 1990]IFraming effects are not limited to describing outcomespositively or negativelyIDepiction of people affected by choice [Levin, I. and Chapman, D.1990]IRole of the decision maker [Wagenaar, W. et al. 1988]ISalience of outcomes [Van Schie, E. and Van Der Pligt, J. 1995]IExisting approaches are 1-dimensional and limited in scopeLeveragingEmotionto Represent