Framing effects with synonymous attributes

doi:10.17605/OSF.IO/ZKMY7

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This project examines the effect of framing a single attribute using either its positively or negatively valenced form (energy or calories) on judgement of healthiness of a food. It additionally manipulates whether the quantity of energy/calories is presented in a verbal or numerical format, and the magnitude of this quantifier. Two theories of attribute framing are tested against each other: (1) affective encoding, which posits that the affect associated with the frame (e.g. energy = positive) primes a favourable response; and (2) pragmatic inference, which posits that a reader draws an inference about what the information communicator recommends through their choice of frame.

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