The Eye Movement Research Of Emotional Involvement And Cognitive Effort In The Framing Effect

The framing effect, proposed by Tversky and Kahneman, refers to the phenomenon that varying the presentations of the same problem can systematically affect the choice one makes. Since Tversky and Kahneman in 1981 first found framing effect, Many areas of studies have demonstrated that this phenomenon.Recently, the research of framework effect began studying emotional and cognitive mechanism; draw a lot of significant results. But because the condition limitations, mostly using the questionnaire, that's hard to collect the data of the unconscious attention of distribution and psychological processing.The paper includes three experiments, using eye movement technology to explore the emotional and cognitive mechanism in framing effect.The first experiment collecting eye move data through the eye tracking system in different framework made decisions, to explore the cognitive effort under different framework whether balance.The second experiment adds emotional stimuli pictures, to explore the role of mood in framing processes.The third experiment control the cognitive degree of efforts, explore the cognitive imbalance for framing effect whether the cause of the event.The research of conclusion as follows.1. Frame effect production with unbalanced cognitive effort.2. Positive frame trigger positive emotions, negative produce trigger negative emotions. The relationships of emotion and framework may be expressed in stand upside down U curve.3. Framing effect not caused by imbalance cognitive effort, cognitive imbalance just accompany with frame effect as a phenomenon.This paper argues that frame effect, according with the concept of ecological rationality, that people use mental shortcuts decisions.