Framing Effect

Overview & Description:

The framing effect, a cognitive bias, refers to how people react differently to a particular choice depending on whether it’s presented as a loss or a gain. How information is framed can significantly influence decisions.

Examples:

• People are more likely to choose a surgery if told it has a “90% survival rate” than if they hear it has a “10% mortality rate,” even though both statements are equivalent.

Implications:

1. Marketing & Advertising: Framing can influence consumer choices, depending on how products or services are presented.
2. Public Policy: How policies or issues are framed can influence public opinion and decision-making.
3. Medical Decisions: Patients’ choices can be influenced by how potential outcomes are framed by healthcare providers.

References:

• Tversky, A., & Kahneman, D. (1981). The framing of decisions and the psychology of choice. Science, 211(4481), 453-458.

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