The more a prospect’s frame is associated with risk and the lower a prospect’s low (but not high) possible outcome, the lower people’s WTP [willingness to pay]; the effect of frame on WTP is the portion of this hypothesis selected for the SCORE program. This reflects the following statement from the paper's abstract: "Buyers’ willingness to pay is influenced by the extent to which a risky prospect’s frame is associated with risk (Experiment 1)..." The claim is tested with an experiment where participants were asked to indicate their WTP for a risky prospect that was framed as either a lottery ticket or an uncertain gift card. In the lottery condition, the lottery ticket would for sure yield either a $10 or a $20 Best Buy gift card (both equally likely). In the gift card condition, the gift card would be either a $10 or a $20 Best Buy gift card (both equally likely). Participants were told that the authors would randomly select five respondents to get a $20 bonus and an opportunity to purchase a lottery ticket or a gift card. If their WTP was above the reservation price (the reservation price was not revealed to participants), they would buy the lottery ticket or gift card at the authors’ reservation price. If their WTP was below the reservation price, they would not buy the lottery ticket or gift card. In the test of the claim selected for the SCORE program, the authors analyze WTP with a t-test. Participants in the lottery condition were willing to pay less (M = $5.68, SD = $6.69, Mdn = $5.00) than participants in the gift card condition (M = $9.52, SD = $4.48, Mdn = $7.50; t(99) = 3.43, p < .001, partial eta-squared = .11).