Abstract
We examined how the goal of a decision task influences the perceived positive, negative valence of the alternatives and thereby the likelihood and direction of framing effects. In Study 1 we manipulated the goal to increase, decrease or maintain the commodity in question and found that when the goal of the task was to increase the commodity, a framing effect consistent with those typically observed in the literature was found. When the goal was to decrease, a framing effect opposite to the typical findings was observed whereas when the goal was to maintain, no framing effect was found. When we examined the decisions of the entire population, we did not observe a framing effect. In Study 2, we provided participants with a similar decision task except in this situation the goal was ambiguous, allowing us to observe participants' self-imposed goals and how they influenced choice preferences. The findings from Study 2 demonstrated individual variability in imposed goal and provided a conceptual replication of Study 1.