Abstract:

The framing effect in the public decision-making refers to a phenomenon that people`s decision-making behaviors are influenced by the description of options among media coverage and leader’s statements and then demonstrate different preferences for decision-making. At present, the prospect theory, query theory and fuzzy- trace theory are three theoretical models to explain this phenomenon in the context of the public decision-making. Evidences show that the framing effect in the public decision-making may be influenced by some factors, such as value orientation, levels of knowledge, interpersonal communication, emotions and characters of framing. Further researches for the framing effect in the public decision-making are expected to explore its theoretical explanation and neural mechanism, conduct cross-cultural researches, and investigate its research paradigm and coping strategies.

Key words: public decision-making, framing effect, prospect theory, query theory, fuzzy- trace theory