Volume 16 (2009) Issue 2 Pages 241-250
Attribute framing refers to an effect of descriptive valence on evaluations or decision making. According to “reference point hypothesis” proposed by McKenzie and his associates (e.g., Sher & McKenzie, 2006), a speaker chooses a frame based on his⁄her reference point, and listeners can infer the reference point from the mentioned frame. In the present study, we pointed out that people tend to prefer one frame in logically equivalent two frames when describing a situation, and explored the effect of difference in frame use on inference about speaker's reference point. Reanalysis of previous studies (McKenzie & Nelson, 2003) and experimental studies indicated that the difference in frame use influenced listeners' inference about speaker's reference point. The reference point hypothesis has difficulty predicting these results. We discuss cognitive processes of frame-based inference about speaker's reference point and implications for framing effects.