FRAMING AND RISKY CHOICE AS INFLUENCED BY COMPARISON OF ONE'S ACHIEVEMENTS WITH OTHERS: THE CASE OF INVESTMENT IN THE STOCK EXCHANGE

Based on social comparison theory and equity theory, the first aim of this study was to examine the hypothesis that framing is affected not only by previous success or failure, but also by comparisons with relevant others' outcomes as well. The second aim of the study was to examine prospect theory propositions that people are risk aversive for gains and risk seeking for losses. A total of 220 students were administered scenarios that described outcomes of their stock investments (gains or losses). In addition, they were provided with information about their close friends' outcomes investing in similar stocks. Generally, the hypothesis regarding the influence of others' outcomes on framing was confirmed. However, results showed that, in contradiction to prospect theory, gain framing rather than loss framing was related to risk seeking behavior. Specifically, in the gain framing situation, the readiness to take risks was highest when the others' outcomes were equal to those of the participants. The limitations of prospect theory are discussed.