Abstract: Framing effect is a phenomenon that an individual has different preference to the alternative programs on the same issue due to different frames. A series of research, conducted by Tversky and Kahneman, confirmed the prevalence of the framing effect. However, with further study, many researchers have found that individual characteristics, mainly including personality, cognitive ability, cognitive style, age, gender and so on, have an impact on the stability of the framing effect. In the future, to explain the individual difference of the framing effect better, a dynamic, integrated model needs to be developed, in which the cognition and emotion are considered together.

Key words: framing effect, personality, cognition, emotion