Knowledge Bank

Previous work has demonstrated that when people have a clear preference for one option over another, thinking about their attitudes as opposing the worse option (opposition frame) versus supporting the better option (support frame) can lead people to hold their attitudes with more certainty (Bizer & Petty, 2005). Left unclear is the role of mindset framing when choosing between two similarly desired options, that are either equally favorable or equally unfavorable. It has been shown that those who have to reject one of two negative options are equally satisfied as those who have to choose one of two positive options. Support or opposition mindset framing can be added as an additional factor than can "match" or "mismatch" the focus that occurs in choosing or rejecting. Study 1, participants read about two candidates in a 2(information valence: positive vs negative about both candidates) x 2(support frame: positive vs negative) between subjects design. Next, participants chose to vote for a candidate and reported certainty in their choice. Those in the positive-information/support-frame condition were more certain about their choice than in any other condition with certainty being relatively the same for the other three conditions for differences across means. In Study 2, we examined whether a three-variable match was accountable for the increase in confidence seen in Study 1 (i.e., positive information/support frame/choose). To test this, participants were asked to either chose or reject one of the candidates. Study 2 replicated the findings of Study 1 for the choice condition, and in the rejection condition those who were framed to oppose similarly undesired options became more confident in their rejection decision (i.e. oppose frame/negative information/reject). Study 3 compared the three-variable matching conditions with a no frame condition. The pattern from Study 2 was replicated when a support or opposition frame was present. When no frame was given, however, participants seemed to naturally approach choice as a support frame (i.e., greater certainty when information was positive rather than negative) and rejection as an opposition frame (i.e., greater certainty when information was negative rather than positive).