How Cognition Affects Citizen-State Relationships: Laboratory Experiments on Cognitive Processing, Equivalence Framing and Citizens’ Evaluations

• In Event: Administrative Neuroscience

Abstract

Equivalence framing argues that citizens who are confronted with negatively framed government performance information are more negative when evaluating government than those confronted with the same but positively framed information. Evidence from Denmark, for instance, shows that a negative framing (10% dissatisfaction) versus a positive framing (90% satisfaction) resulted in a reduction of 15% in citizens’ evaluations of government performance. Studies often theorize a cognitive basis for the observed effect, namely that citizens process negatively framed information more, which is grounded in negativity bias and related theories. Yet, few studies have actually investigated this causal mechanism. Indeed, most studies assume the existence of this causal mechanism, but do not empirical test it. In part, this relates to the fact that most studies draw on survey experiments to collect data, thus not having the needed cognitive and behavioral research tools to measure forms of cognitive processing but rather relying on attitudes and perceptions.

This study tests whether cognitive processing, a neuroscientific construct measured via eye-tracking, mediates the relationship between equivalence framing and citizens’ evaluations. Two laboratory experiments were conducted in Hong Kong (N = 141) and Beijing (N = 150). The experiments present information related to a hospital, and ask respondents to evaluate the extent to which they would select the specific hospital when needing treatment. Information related to resources, proximity, insurance coverage, social pressure and other potential confounders is kept constant. The control group receives information about a 90% patient satisfaction rate whereas the treatment group receives information about a 10% dissatisfaction rate. Participants are also asked to provide arguments in a text box supporting their choice. Throughout the experiment, their eye movement is measured using a screen-based eye-tracking system.

Findings suggest that equivalence framing has a similar effect on citizens’ evaluations in East Asia compared to Western samples, with negative framing reducing their scores (14% in Hong Kong, 8% in Beijing). Negatively framed performance information enhances cognitive processing, but only in the Beijing sample pointing to contextual variance. Mediating effects are not uncovered. Cognitive processing does not explain why negatively framed government performance information reduces citizens’ evaluations of government.

Author

• Bert George, City University of Hong Kong
  Presenting Author