Framing effects

One of the key issues faced by researchers employing non-market valuation techniques is framing. This refers to the way that survey respondents might view or ' frame' the trade-offs being presented to them. In one sense, framing effects are a standard component of everyday choices that people make. The psychological make-up of a person, together with influences from culture, society and a variety of other influences will help to determine that person's choices about lifestyle, purchases and so on. These influences can be thought of as provlding a frame within which people find many choices easy and efficient to make. -- Introd.