A number of theories have been presented to explain the framing effect; present research suggests a cognitive-affective tradeoff model (Gonzales et al., 2005). In this model, the framing effect is explained by the cognitive efforts required to make a decision (greater cognitive effort makes the decision less desirable) and the emotion that the decision brings to the decision-maker (choices that bring feelings of displeasure are less desirable). Results of the study support the model, and it serves as a general framework to explain the effects that framing has on our decision-making abilities.