An individual's decision frame is a subjective assessment of factors associated with a particular choice. The frame that an individual adopts for a particular decision is further influenced by how communication about the problem alters the status quo or reference point that individuals use when evaluating new information ([1] cited by [2]).

1. Amos Tversky and Daniel Kahneman: The Framing of Decisions and the Psychology of Choice, Science, New Series, Vol. 211, No. 4481. (Jan. 30, 1981), pp. 453-458.
2. Robyn S. Wilson and Jeremy T. Bruskotter: Assessing the Impact of Decision Frame and Existing Attitudes on Support for Wolf Restoration in the United States, Human Dimensions of Wildlife, Vol. 14 (2009), pp. 353-365.