The Framing Effect On Human Behavior

To coordinate with our current chapter on emotions, our class watched the film Inside Out. The story was about the emotions, Joy, Sadness, Anger, Fear, and Disgust, controlling a goofy, honest, and caring 11 year old named Riley. Inside her brain, the emotions used controls to decide the way Riley feels. The part of the brain the “control center” in Inside Out represented was the Limbic System. I know this because during in our Body and Mind unit, the part of the brain we most associated with mood and emotions was this system. It is best defined as a complex system of nerves and networks in the brain, including areas concerned with instinct and mood. The Limbic System’s main control is emotions and drives feelings, which was the main purpose of the emotions “control center.”

The amygdalae (Latin, also corpus amygdaloideum, singular amygdala, from Greek αμυγδαλή, amygdalē, 'almond', 'tonsil', listed in the Gray's Anatomy as the nucleus amygdalæ)[1] are almond-shaped groups of nuclei located deep within the medial temporal lobes of the brain in complex vertebrates, including humans.[2] Shown in research to perform a primary role in the processing and memory of emotional reactions, the amygdalae are considered part of the limbic system.[3].

Jennifer S. Lerner, author of Emotion and Decision Making, talks about how our emotions can actively affect our actions. In Lerner’s book, it states, “We start with emotions arising from the judgement or a choice at hand, a type of emotion that strongly and routinely shapes decision making.” Our emotions cause us to make certain decisions in our everyday lives. For example a person who is feeling nervous and anxious about a specific outcome of a risky situation may choose a more safe route. A person who admires an organization may donate money. In both cases, our the way we feel about something or someone determines how we address a situation and how we treat someone or something. In some way our emotions act as our conscience in each situation we go through that requires us to choose an outcome .

Mass media is an ever-growing field where millions of people are connected at a constant basis. With that being said opinions and viewpoints are established on a daily basis through the media society reads. Many of these news media sources can be persuasive and have an influence on individual’s opinions. This concept is called framing. While it is related to the concept of agenda setting, framing focuses more on the issue at hand rather than on a particular topic. Framing is an important topic because of its major influence over the choices people make and how they process information. “Goffman stated that there are two distinctions within primary frameworks which are natural and social. Both play the role of helping individuals interpret

“Judgment framing” occurs early in the judgment process. The definition of framing follows: Frames are mental structures that we use, usually subconsciously, to simplify, organize, and guide our understanding of a situation. They shape our perspectives and determine the information that we will see as relevant or irrelevant, important or unimportant. Frames are a necessary aspect of judgment, but it is important to realize that our judgment frames provide only one particular perspective.

Framing as defined by Robert Entman is “to frame a communicating text or message is to promote certain facets of a ‘perceived reality’ and make them more salient in such a way that endorses a specific problem definition, casual interpretation, moral evaluation, and/or a treatment recommendation (Cissel 68).” Framing is an extension of agenda-setting, which is when the media tells us what to think about (Sparks 228).

The amygdala specializes in threat detection, fear, excitement, and arousal, hippocampus helps format long-term declarative memories and spatial reasoning. The anterior cingulate cortex influences autonomic function, decision making, error detection and emotion while the posterior has a role in spatial annotations memory. The septal area produces pleasurable feeling,

Studying parts of the brain that are involved in dealing with fear and stress also helps researchers understand possible causes of PTSD to begin formulating a plan to treat PTSD. The amygdala is known for its role in emotion, learning, and memory. The amygdala appears active in learning to fear an event as well as in the early stages of fear extinction. In storing extinction memories and dampening an existing fear the prefrontal cortex, which is involved in problem solving, decision making, and judgement, is seemingly

The Frontal lobe holds a very high position in the brain and is located directly in the front of the brain. This lobe conducts the entire decision making process and also has connections with memory, emotion and an individual’s personality. “But it is also

Secondly, the framing effect states that presenting the same option but in a different format can change people’s decisions. Plous (1993) states that, “individuals have a tendency to select inconsistent choices, depending on whether the question is framed to concentrate on losses or gains.” A good example of when framing is apparent is when stores advertise sale on their products. For example two stores both sell the same product which is priced at £50

In studying framing effects, Kahneman references the following properties: accessibility and rationality. Accessibility is how efficient a person can determine the true value of an object or idea. For example, consider a person driving, but they have forgotten their spectacles. There is an approaching stop sign, however, with the driver’s impaired judgement, they cannot accurately predict how quickly the brakes need to be engaged. The driver’s accessibility to the distance between the car and stop sign is low. Consider the same situation, but with the driver in possession of their spectacles. In this situation, the driver’s accessibility to the distance is higher. Kahneman presents a variation of this dilemma (Problem 1 – The Asian Disease)

The five senses (sight, hear, taste, touch, and smell) send electric signals that must travel through the body to the brain. These motions pass through cells in the body until reaching the base of the spine, the entry point to the brain. They then move through the limbic system – where emotions – occur and ultimately reach the frontal lobe the home of reason and rationality Emotional intelligence, then, is awareness of the journey and ability to direct it ensuring that feelings do not control reactions before the brain has the chance to fully process the information (Bradberry & Graves, 2014)

As educated people, we often try to ignore the influence of emotions on decision-making. Neuroscience evidence now shows that sound and rational decision making is contingent on prior accurate emotional processing. The basis for this is the somatic marker hypothesis. The somatic marker hypothesis provides a systems level neuroanatomical and cognitive framework for decision-making, the impact, and influence on it by emotions. The key idea of this hypothesis is that decision-making is a process that is influenced by marker signals that arise in bio regulatory processes, which includes those that express themselves in emotions and feelings. This influence can occur at multiple levels of operation, some of which occur consciously and some of which occur non-consciously (Bechara & Damasio, 2000).

The way the media frame issues has a subtle yet significant effect on the general public. Studies have shown that frames can help determine which procedures we find medically necessary (Edwards, Elwyn, Covey, Matthews, & Pill, 2001), can influence our ability to recall critical details of a news story (Valkenburg, 2000), and can even subtly influence elections (Shah, Domke, & Wackman, 1996). Given the impact frames can have on the general public, it is important to have a clear way to conceptualize and measure their effects.

Chapter 2 is centered on the early attempts to identify the brain’s components of emotions. Key researchers that are discussed are a Cornell neuroanatomist, James Papez, and aforementioned physician and neuroscientist Paul MacLean, who worked at Yale and the National Institutes of Mental Health. Together, this pair of researchers conducted seminal medial temporal lobe lesion experiments. The resulting idea was that the emotional brain is composed of a set of interconnected structures in the core of the brain. MacLean dubbed these structures as the “limbic system”. The function of the limbic system and it relationship to emotion was widely debated by many researchers.