Impacts of Decision Framing and Psychological Distance on Individual Cooperative Behavior

Abstract

Abstract:

This research explores the impact of decision framing and psychological distance on individual cooperative behavior based on construal level theory. By adopting the mixed experimental design of 2 (giving frame vs. taking frame)×2 (psychological distance:high vs. low) and analyzing the experimental results using ANOVA, we discuss the mechanism of decision framing and psychological distance on cooperative behavior, and further analyze the effect of psychological distance on framing effect. The results show that the message framing and psychological distance will both affect individual cooperative behavior, that is, giving frames are more conducive to cooperation than taking frames, and in contrast with high psychological distance, individuals are more willing to cooperate when psychological distance is low. In addition, the experimental results also show that psychological distance will have an impact on the framing effect and high psychological distance will lead to more significant framing effect.

Key words: decision framing, psychological distance, construal level, cooperation

Zheng Junjun, Cai Ming, Li Chengzhi, Shao Cong. Impacts of Decision Framing and Psychological Distance on Individual Cooperative Behavior[J]. , 2017, 29(5): 102-109.

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