THE EFFECT OF FRAMING ON DECISION MAKING PROCESS

Yıl 2010, Sayı: 13, 161 - 180, 01.06.2010

Zuhal Gök Demir

Öz

The study aims at determining whether or not framing affects the process of decision making. The study is based on the hypotheses that people are risk averse and prefer certain gains when the case is framed in terms of gain, and people prefer risk seeking when the case is framed in terms of sure losses. For this aim, two separate surveys, framed in terms of gain and loss, were applied to 196 students of Akdeniz University, Faculty of Communication. The results show that except for the political issues, students choose certain gains when the case is framed in terms of gain and students choose risk seeking when the case is framed in terms of loss

Anahtar Kelimeler

Framing, gain-loss, risk seeking, risk averse

ÇERÇEVELEMENİN KARAR VERME SÜRECİNE ETKİSİ

Öz

Bu çalışma, çerçevelemenin (framing) karar verme süreçlerine etki edip etmediğini belirleme amacını taşımaktadır. Çalışma, kazanç açısından çerçevelenen durumlarda insanların riskten kaçınarak kesin kazancı, kayıp açısından çerçevelenen durumlarda ise kesin kayıptan kaçınarak risk almayı tercih ettikleri varsayımına dayanmaktadır. Bu amaçla Akdeniz Üniversitesi İletişim Fakültesi’nde öğrenim gören 196 öğrenciye kayıp ve kazanç açısından çerçevelenen iki farklı anket uygulanmıştır. Araştırmanın sonucunda politik meseleler hariç diğer durumlarda öğrencilerin durum kazanç açısından çerçevelendiğinde kesin kazancı, durum kayıp açısından çerçevelendiğinde ise kesin kayıptan kaçınarak risk almayı tercih ettiği ortaya çıkmıştır

Anahtar Kelimeler

Çerçeveleme, kazanç-kayıp, risk alma, riskten kaçınma

Kaynakça

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