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Framing effects, visiting speaker Dawn Liu

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BS1006, Kingston Business School

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On Wednesday, 2nd May @ 11am - 12, we will be welcoming Dawn Liu, University of Essex, who will be presenting current research from the field of psychological and behavioural sciences, in particular, framing effects. If you wish to attend please register your attendance, places are limited.

Title: ‘Low energy’ or ‘20% calories’? How quantifier format moderates the framing effect.

Abstract: Previous studies have shown that people find positive frames (e.g. ‘75% lean meat’) more persuasive than negative ones (e.g. ‘25% fat meat’). This effect is typically studied using numerical quantifiers, but less is known about how and why verbal quantifiers moderate the effect. In this talk, I will present a line of research that addresses the effect of verbal quantifiers on framing and investigates potential reasons for larger verbal than numerical framing effects. I will present data from 4 experiments (total N = 1,261) showing that the magnitude of the framing effect is greater when a frame is constructed using verbal quantifiers, both in traditional attribute framing (75% lean vs. 25% fat) and a minimal framing paradigm (20% energy vs. 20% calories). I will discuss explanations for the effect: the effect associated with the frame, inferences that people draw about a speaker’s recommendations, and directional cues provided by the quantifiers.

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