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Rationality and Society
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THE IMPACT OF GENERAL ATTITUDE ON DECISIONS

A FRAMING APPROACH

Sebastian Bamberg

Steffen M. Kühnel

Peter Schmidt

In this paper, a two-step model of human decisions is formulated and tested. In the first step, a frame becomes active that determines both the feasible set of alternatives and the criteria that are used to choose an alternative. In the second step, these criteria are applied to select a specific alternative. Our model enables the integration of psychological attitude research within the rational-choice approach. General attitudes affect frame setting, but they have no direct effect on the choice of an alternative. The two-step model is supported by empirical data. In a panel study it could be demonstrated that two different frames are active within a sample of students that determine their travel decisions of their ways from home to university. The general attitude toward travel policies influence the frames. Environmental aspects are salient within one frame but not within the other one.

Key Words: attitudes and decisions • choice • framing • travel mode

Rationality and Society, Vol. 11, No. 1, 5-25 (1999)
DOI: 10.1177/104346399011001001
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