Exam 2 - 2.25 - Kahneman & Tversky, 1979 A new disease...

Info iconThis preview shows pages 1–3. Sign up to view the full content.

View Full Document Right Arrow Icon
A new disease is about to hit a community, and if nothing is done 600 will die. You have two prevention options. 1. In option 1, 200 people will be saved 2. In option 2, there is a 2/3 probability that no one will be saved, and a 1/3 probability that everyone will be saved 1. In option 1, 400 people will die 2. 2. In option 2, there is a 2/3 probability that everyone will die, and a 1/3 probability that no one will die. Gain-framed: 78% prefer option 1 Loss-framed: 72% prefer option 2 - When outcomes are gain-framed, people are risk-adverse - When outcomes are loss-framed, people are risk-seeking (would rather risk an option that would save everyone vs. ppl dying) Applications? - Some behaviors are more preventative in nature o Increase preference for certainty o Want people to be risk-adverse (ex. Don’t take a risk- use sunscreen) - Some behaviors are more detective/risky o Increase preference for risk-seeking (ex. Getting a mammogram- finding out you have cancer) o Want people to be risk-seeking Rothman et al., 1999 - Gain or loss framed messages promoting mouthwash - Mouthwash described as o Plaque fighting (gain)
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
o Plaque detecting (loss) **Figure/Graph on ANGEL** - Found that Gain Fame was more convincing when Mouth Rinse was used as a Prevention…Loss frame was more effective when Mouth Rinse was used as a Detection o (Way you frame behavior should fit the way you frame the message!!!) Word Choice (in message) - Denotative meaning (The dictionary definition) -
Background image of page 2
Image of page 3
This is the end of the preview. Sign up to access the rest of the document.

Page1 / 5

Exam 2 - 2.25 - Kahneman & Tversky, 1979 A new disease...

This preview shows document pages 1 - 3. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online