Abstract:

Individuals’ decision-making and preferences often change as the way how information is expressed, which is obviously contrary to the invariance principle of expected utility theory, and it is called "framing effect". Framing effect is a kind of universal decision-making phenomenon that reflects human irrationality, but it also provides an important opportunity for practitioners to consider how to make good use of the characteristics of human decision-making to intervene their decision-making behavior. This paper focused on the application researches of framing effect in health behavior, marketing, and environmental protection. It also discussed the presentation skills of quantitative information, such as the selection of quantitative units, the presentation of risk information and the design of graphical attributes, and aimed at exploring how to manipulate the information presentation to influence human decision-making behavior.

Key words: framing effect, graphical framing effect, gain framing, loss framing, informational representation