Framing, czyli efekt sformułowania

Piotr Zielonka

Abstrakt


Niewielka różnica w sformułowaniu komunikatu może prowadzić do odmiennego zachowania jego odbiorcy. Zjawisko to nosi nazwę efektu sformułowania lub ramowania (ang. framing). W artykule opisano trzy rodzaje framingu: efekt sformułowania decyzji ryzykownych (ang. risky choice framing effect), efekt sformułowania cechy (ang. attribute framing effect) oraz efekt sformułowania celu (ang. goal framing). Pokazano, że zjawiskiem odpowiedzialnym za powstawanie efektu sformułowania jest, powszechnie występująca u ludzi, silna awersja do strat. Omówiono przykłady znaczenia zjawiska framingu w różnych obszarach gospodarczych, takich jak: kształtowanie cen, polityka podatkowa czy negocjowanie.

Słowa kluczowe


framing, ramowanie, efekt sformułowania, teoria perspektywy, awersja do strat, problem choroby azjatyckiej

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Bibliografia


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DOI: http://dx.doi.org/10.7206/DEC.1733-0092.85

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