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Smoking : An Exploration Of Message Framing And Death Anxiety, Ian James Parker

Theses : Honours

The focus of this thesis is the replication and extension of research by Tversky and Kahneman (1981) who found that how a message is worded or framed can significantly affect decisional choice. Tversky and Kahneman (1981) demonstrated that a message framed in terms of "lives saved" was favoured over one which read "lives lost" notwithstanding that the net sum of survivors was equal in both instances. The authors referred to the effects of message framing on decision making as Prospect Theory. This thesis studied Tversky and Kahneman's (1981) research applied to the issue of smoking. The preference for a positive …