Should I judge safety or danger? Perceived risk depends on the question frame.

each scenario was and indicated whether they would ski the scenario. Phrasing risk judgments in terms of safety elicited lower judged safety values, which in turn resulted in a lower likelihood of intending to ski the slope. The frame "safe" did not evoke a more positive assessment than the frame "danger" as might be expected under a valence-consistent or communication-driven framing effect. This seemingly paradoxical direction of the effect suggests that the question frame directed attention in a way that guided selective information sampling. Uncertainty was not required for this effect as it was observed when judging objectively safe, uncertain, and dangerous scenarios. These findings advance our theoretical understanding of framing effects and can inform the development of practices that harness question framing for applied risk perception and communication. (PsycInfo Database Record (c) 2021 APA, all rights reserved).