Looking at Both Sides of the Coin: Mixed Representation Moderates Attribute-framing Bias in Written and Auditory Messages

Objects and events are often evaluated more favourably when presented in a positive frame than when presented in the complementary negative framing. Recent studies show that this attribute-framing bias can be moderated when both positive and negative frames are represented in the message. Most attribute-framing studies used written messages, although important messages are often conveyed auditorily. Unlike written messages, recipients cannot reread auditory messages and have to rely on their memory when evaluating them; consequently, the moderating effect of mixed representation may depend on memory constraints. The current study compared the framing bias in single-attribute versus mixed-attribute representations in written and auditory messages. In both written and auditory messages, single-attribute representation yielded substantial framing bias whereas mixed-attribute representation moderated the bias. The results are discussed in terms of the role of memory and attention in the attribute-framing bias. Theoretical and practical implications are considered, and future research is suggested.