WildFrame: Comparing Framing in Humans and LLMs on Naturally Occurring Texts

Humans are influenced by how information is presented, a phenomenon known as the framing effect. Previous work has shown that LLMs may also be susceptible to framing but has done so on synthetic data and did not compare to human behavior. We introduce WildFrame, a dataset for evaluating LLM responses to positive and negative framing, in naturally-occurring sentences, and compare humans on the same data. WildFrame consists of 1,000 texts, first selecting real-world statements with clear sentiment, then reframing them in either positive or negative light, and lastly, collecting human sentiment annotations. By evaluating eight state-of-the-art LLMs on WildFrame, we find that all models exhibit framing effects similar to humans ($r\geq0.57$), with both humans and models being more influenced by positive rather than negative reframing. Our findings benefit model developers, who can either harness framing or mitigate its effects, depending on the downstream application.