Framing Effect in Environmental Decision-Making

Description

Page: 146-148

Atish Taukari, Aadya Agarwal, Sakina Saify, and Ellita Sunil (Department of Psychology, K J Somaiya College of Arts and Commerce (Autonomous), Mumbai, Maharashtra)

Environmental decision-making is becoming urgent and important globally as well as locally. The study explored the framing effect in decisions related to the conservation of the environment. This study investigated the local issue of the endangered forest of Aarey Colony, Mumbai, India (ACMI). It was hypothesized that there is a change in rating and choice regarding investing in biodiversity project when a risky choice (options equivalent) frame is changed from positive to negative. A repeated measures design was used and 40 college students participated. They were exposed to positively and negatively framed scenarios of endangered forests and were asked to rate and make a choice about the biodiversity project A or B to save the forest of ACMI. Results showed a significant framing effect (Cohen’s d= 0.79), i.e., a change in rating and choice was observed in investment in bio-diversity project, when a risky choice (options equivalent) frame was changed from positive to negative.