Abstract
Abstract. To examine the psychological mechanisms involved in value framing effects, the present study extends previous research on competitive frames and tests the mediating role of ambivalence in value framing effects. The current research delves into the nuances of value framing effects and helps explain processes such as applicability. Two web-based experiments were conducted using value frames related to two different issues, civil liberties and gay rights. Findings from moderated-mediation models indicate that when individuals are exposed to competitive frames they feel ambivalent. Because of this ambivalence, participants were more willing to seek information and showed increased online information-seeking behavior. However, these findings are true only in cases of individuals who are motivated to process the information. Implications are discussed.
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