Rational brain · Framing & Choice Architecture
Framing Effect
Logically identical options are chosen differently depending on whether they are described as gains or losses, survival or mortality, 90% fat-free or 10% fat; the frame is chosen by the presenter.
An everyday example
'200 of 600 will be saved' preferred over '400 of 600 will die'.
What it can cost you
Deciding on the description rather than the outcome.
Warning signs
- The same fact sounds different depending on who says it.
- I have only heard one framing.
One thing to do
Re-describe every framed option in its mirror terms and decide only when both descriptions give the same answer.
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