The Influence of Framing Effect on Choosing: Interaction between Emotional Involvements on the Risk Taking

this work concerns the situations in which the framing effects emerge. This has not been an established feature in different studies, so the reasons for its variations have been the subject of various studies since 1980s. Present study aimed to determine the variables affecting the feature as well as to address the controversies exist on how these variables affect it. 551 students from engineering faculty, University of Tehran and different faculties at Tehran University and Medical Sciences were included in the study. They were assigned to eight categories in two steps and filled out the modified Kahnman and Tveresky`s death, life, and trust text with the classical conditions. Results indicate that framing effects has a significant relationship with “the importance of sucrife`s fate to the participant. In other words, the framing effects emerge as “emotional involvement” on the “the fate of human beings in danger” is produced in the participant. In addition, application of open- ended questions reveals that nationality distinction not only affects the emotional involvement, but can also highlight distinct emotional aspects in participants. In spite of their importance, these aspects have been neglected in the previous studies.