The effect of gain-versus-Loss framing of economic and health prospects of different COVID-19 interventions: An experiment integrating equivalence and emphasis framing

A survey experiment was conducted that exposed Dutch citizens to different scenarios that either emphasized the gains or the losses regarding the number of victims or the economic damage caused by SARS-CoV-2. Replicating prospect theory in an ecologically valid crisis context, we found that gain frames promoted risk-aversive preferences, whereas loss frames increased support for risk-seeking alternatives. We further demonstrate the effect’s conditionality: Framing effects are strongest for health compared to economic scenarios and most pronounced when the type of intervention entails the highest risk associated with the respective domain. Theoretically, we show that the strongest media effects occur as an interplay between emphasis and equivalence framing effects, which underlines the need for media effects research to integrate both framing elements rather than studying them separately.