ABSTRACT
The viewpoint examined here assumes that motivation arises from how framing of the situation influences individuals’ interpretation of the efficacy of their present or proposed behavior in that situation. That is, by emphasizing what is important in the situation, the frame elicits certain beliefs and values that define the ideal unfolding of future events. A discrepancy between this ideal and the events that actually are occuring or that appear most likely to occur if one continues one’s current behavior motivates changes that will reduce the discrepancy. In the research described, when the frame focused on work and current behavior did not promote work-related beliefs and values, individuals were motivated to change their behavior so that the future might more closely resemble their work ideal. Similarly, if the frame focused on family and current behavior did not promote family-related beliefs and values, they changed the behavior accordingly.
