Framing and communication: The role of frames in theory and in practice

Framing effects of different sorts are prominently present in the decision-making literature and beyond it. Framing refers to situations in which decision makers respond differently to problems that, though differently framed (formulated), are considered equivalent from a normative analytical viewpoint. In this paper Gideon Keren (TiU) interprets the literature on how framing influences decision-making on taking and covering risk.