Framing Effect
Type: Cognitive Bias
Local HTML: framing.html (if exists)
Definition
The same information presented differently leads to different decisions. It’s not what you say, it’s how you say it.
Kahneman & Tversky’s classic: “90% survival rate” vs “10% mortality rate” — same data, different reactions.
Why It Matters
Marketing: “50% lean” vs “50% fat” — same meat, different sales. Politics: “Pro-life” vs “anti-choice” — framing defines debate. Medicine: Patients choose differently based on how outcomes are framed. Negotiation: “I’m offering you X” — same number, different impact.
Types of Frames
| Frame | Example |
|---|---|
| Gain/loss | ”Save 100” |
| Positive/negative | ”90% success” vs “10% failure” |
| Reference point | ”Was 100” vs “Price: $100” |
| Temporal | ”Pay 120/year” |
The Mechanism
- Loss aversion — Loss frames hit harder
- Mental accounting — Money/context is categorized
- Emotional response — Different frames trigger different feelings
- Cognitive ease — Some frames are easier to process
Fighting It
- Reframe yourself — “What if this were presented the opposite way?”
- Focus on numbers — Strip away the story
- Consider both frames — Actively seek alternative presentations
- Use consistent frames — When comparing options, frame them the same way
Related Biases
- [[Loss Aversion** — Loss frames are more powerful
- [[Anchoring Bias** — Frame sets the reference point
- [[Decoy Effect** — Adding options changes framing
Audio
Podcast episode: Framing Effect
Part of the Cognitive Bias Reference