2300年前,《庄子·齐物论》中记载“狙公赋芧,曰:‘朝三而暮四。’众狙皆怒。曰:‘然则朝四而暮三。’众狙皆悦。名实未亏而喜怒为用,亦因是也”。当代行为心理学家认为,“朝三暮四”非理性决策的心理现象,是受众心理中普遍存在的框架效应(Framing effects),即使是同一个问题,只要权威传播者改变表述的方式,受众感觉到的风险预期就会有所不同,从而影响其后续的决策方向和行为模式。因此,深入认知框架效应的行为心理学特征和原理,剖析电视新闻报道经典案 2300 years ago, “Zhuangzi Qi things theory” recorded in the “spy Fu Fu, said: ’North Korea and the twilight.’ All spy Jieger. ’Saying:’ However, toward the four and twilight. The real name is not off and moody, but also because of ”. Contemporary behavioral psychologists believe that the psychological phenomenon of “decadal” irrational decision making is the common framing effect in the psychology of the audience. Even the same problem, as long as the authoritative communicator changes the way of expression, the audience feel The expected risk will be different, thus affecting its follow-up decision-making direction and behavior patterns. Therefore, in-depth understanding of behavioral psychology characteristics and principles of cognitive framework effects, analysis of the classic case of television news reports