Abstract
This study is an introductory investigation of cognitive frames, focused on perceptual frames divided into information and formal perceptual frames, which were studied based on sub-additivity of frequency estimations. It was postulated that different presentations of a response scale would result in different percentage estimates of time spent watching TV or using the Internet. The results supported the existence of perceptual frames that influence the perception process and indicated that information perceptual frames had a stronger effect than formal frames. The measures made possible the exploration of the operation of perceptual frames and also outlined the relations between heuristics and cognitive frames.
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