Abstract

This article details the experimental research on frame effects that provides quantitative evidence that some types of frames have a greater ability to move and affect policy support than others. This method is particularly useful in showing the magnitude by which exposure to alternative ways of thinking about social issues alters the public’s policy preferences. This kind of evidence-based approach to communications is a key to success in providing definitive evidence that strategic framing makes a difference in determining the outcome that matters most to policy advocates: public support.