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Studies that have addressed questions concerning when framing effects are likely to occur have produced mixed results. In this article we examine how differences in personality factors influence a group-based framing task. Specifically, when high collective importance individuals evaluated a framing task involving their group no framing effects were observed. Dif- ferent results were obtained for low collective individuals. When low col- lective individuals evaluated a task involving their group, the typical framing effects were found. These results are interpreted in light of the dual analytic-holistic analysis. Most people agree that preference for one option over another should remain constant regardless of whether the options are pre- sented positively, in terms of gains, or negatively, in terms of losses. Yet, as a large body of research demonstrates, people do tend to change their preferences based on how the alternatives are presented. This change, or preference reversal, has become known as framing.

Does it Matter If It Involves My Group? How the Importance of Collective–Esteem Influences a Group–Based Framing Task