Valence-consistent Shift in Attribute Framing

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Valence-consistent Shift in Attribute Framing
Anneke Zwart, Student (University), Netherlands, Premium Member
One of the contributions of Levin to the theory of framing is the distinction between three types of framing: attribute framing, goal framing and risky choice framing (Levin et al. 1998) (explanation see ). VALENCE-CONSISTENCY SHIFT Levin made another important contribution towards the theory of framing, thereby focusing on attribute framing. He identified a so-called Valence-consistent Shift in attribute framing. What does he mean by this term? A Valence-consistent shift means that a positive frame to a certain attribute or typical characteristic of that attribute will result in relatively more positive evaluations compared to a negative frame. EXAMPLE To clarify this Levin and Gaeth (1988) gave an example of tasting ground beef (ground beef is crushed meat from cows). Some participants tasted the ground beef in a positive “75% lean” frame and others were tasting the same ground beef in a negative “25% fat” frame. What happened? The ground beef was evaluated a (...) Read more? Sign up for free
 

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