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Behavioral Decision Theory pp 115–124Cite as

Theories Used to Explain the Framing Effect

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Abstract

Chapter 9 introduced empirical studies of the framing effect. This chapter will explain the reasons why the framing effect occurs. Tversky and Kahneman (1981) explained the framing effect based on prospect theory (Kahneman and Tversky 1979, 1992), which they proposed. This chapter will first use this prospect theory to explain the framing effect, and subsequently use the contingent focus model (Takemura 1994; Takemura and Fujii 1999, 2001a)––an alternative explanation to prospect theory––for the explanation and introduce the empirical research related to this model.

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Authors and Affiliations

  1. Department of Psychology, Waseda University, 1-24-1 Toyama, Shinjuku-ku, Tokyo, 108-8345, Japan

    Professor Kazuhisa Takemura

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  1. Professor Kazuhisa Takemura
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Takemura, K. (2014). Theories Used to Explain the Framing Effect. In: Behavioral Decision Theory. Springer, Tokyo. https://doi.org/10.1007/978-4-431-54580-4_10

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