Over the past 30 years, researchers have shown that human choices are highly sensitive to the ways in which alternatives are presented. For example, when individuals face a choice between a sure and a risky option, their willingness to take risks varies depending on whether the alternatives are framed in terms of gain or loss. The current major hypothesis that explains such a framing effect predicts that compared with an equivalent risky option, sure gains are emotionally attractive and sure losses are emotionally aversive. Using a behavioural paradigm, the main objective of the current study was to experimentally observe the extent to which the emotional attraction to sure gains and aversion to sure losses are at the core of framing susceptibility. First, our results showed that, as the literature suggests, the emotional attraction to sure gains and aversion to sure losses underpin the framing effect. Second, our results showed that methodological factors moderated the role of these emotional mechanisms in the framing effect. Implications and directions for future studies are discussed.