Framing effects are considered in a conversational framework using the well-known Asian Disease problem [Tversky, A., & Kahneman, D. (1981). The framing of decisions and the psychology of choice. Science, 211, 453-458]. Speakers' preferred message framing is examined and its corresponding persuasiveness is assessed using listeners' responses. The results show that speakers exhibit a marked and consistent preference for positive over negative framing (Experiment 1). Judged from listeners' responses, this preference is effective for promoting riskless, but not risky options. The incompatibility between speakers and listeners may be resolved by noting that speakers can jointly (i.e., comparatively) assess the information and the persuasive qualities of alternative frames. In contrast, listeners are exposed only to one of these frames and, consequently, can only assess the information separately (i.e., non-comparatively). Experiments 2 and 3 demonstrate that no incompatibility exists when both speakers and listeners are either in separate, or in joint evaluation mode. Differences between risky choice and attribute framing [Levin, I.P., Schneider, S.L., & Gaeth, G.J. (1998). All frames are not created equal: a typology and critical analysis of framing effects. Organizational Behavior and Human Decision Processes, 76, 149-188] are briefly discussed.
