Fleeting, fading, or far-reaching? On the durability of framing effects

Frames have often been argued, but rarely empirically shown to exert lasting influences on people’s understanding of politics: Most evidence regarding framing effects derives from one-shot experimental settings, which test the magnitude of effects only immediately after exposure. Moreover, studies that consider durability operate on very weak theoretical grounds and rarely reflect the cognitive processes involved in the persistence of effects. This paper presents evidence from a meta-analysis of studies that address the longevity of framing effects. Based on these results, we distinguish between effects instated by pure retrieval, by accessibility manipulation, and effects caused by changes in the belief structure. Consequently, we integrate extant empirical findings into a unified theoretical framework. From this, the paper derives detailed predictions for the conditions required for temporary, lasting, and cumulative effects of frames. The paper thus formulates a research agenda to test the actual longevity and, hence, political relevance of framing effects.