Emphasis Framing Effects of Conflicting Messages

Abstract. This study examined the emphasis framing effects of conflicting messages. Japanese undergraduate students ( N = 199) received one message supporting whale-fishery competition with another message opposing it (the conflicting-message condition), arguing against the public demand for whale meat (the competing-message condition), or taking a neutral stance on whaling (the unbalanced-message condition). Although the conflicting and competing messages (vs. the unbalanced messages) had no effect on support for the government’s whaling policy, participants in the conflicting-message condition produced more thoughts about whale-fishery competition, had a more moderate belief about the issue, and perceived the importance of the belief to be lower than participants in the competing- and unbalanced-message conditions. These results suggest that messages organized by conflicting frames have unique effects on the availability, accessibility, and applicability of frame-relevant or -congruent beliefs.