CONTRAST EFFECTS ON STRATEGIC-ISSUE FRAMING

We examined determinants of subjective framing other than semantic man ipulation. Participants in the first experiment (n = 176) read several business threats or opportunities, prior to describing a strategic is sue. Results revealed a contrast effect, where those exposed to unequi vocal opportunities framed an equivocal issue as a threat, whereas tho se exposed to unequivocal threats did not view the same issue as threa tening. A second experiment (n = 185) replicated the contrast effect u sing only one context manipulation (i.e., threat or opportunity busine ss scenario), and alternative modes of presentation (i.e., serial vs s imultaneous), A third experiment (n = 72) showed that the contrast eff ects extended beyond simple perceptions to actual intentions and behav iors. We conclude that the narrowing of one's frame for a strategic is sue may result in a restricted range of alternatives considered and su boptimal responses. (C) 1996 Academic Press, Inc.