Previous studies have shown that when choosing one of thelogically equivalent frames (e.g., “half full” or “half empty”),speakers tend to choose one based on a reference point. Forexample, when the amount of water in a glass with 500ml ca-pacity was originally 0ml (or 500ml) and then increased (ordecreased) to 250ml, speakers tended to express the contentof water in the glass as “half full” (or “half empty”). We ex-amined why speakers chose one of the logically equivalentframes. In addition, we examined whether an irrelevant refer-ence point affected speakers’ choice of frame. In order to ex-amine these two issues, we conducted three behavioral exper-iments using a frame choice task. Specifically, participantswere presented with a task-relevant (story-based) or task-irrelevant (prime-based) reference point and then asked tochoose a frame. Following this, they were asked to reveal thereason for the frame choice. Our findings were summarizedwith the following two points. First, when reference pointswere task-relevant, many participants chose a frame based onthe reference point with explicit reason. Second, even whenreference points were task-irrelevant, they affected framechoices and almost all of our participants did not report the ef-fect of the irrelevant reference point. These results indicatethat the effect of reference points on frame choices is robustand that people do not always notice the effect.