The framing effect

The framing effect is a cognitive bias that occurs when the way in which information is presented (framed) influences an individual’s perception of it and the subsequent decision they make. For example, the same information can be framed in a positive or negative way, and this can lead to different decisions being made based on how the information is presented.

An example of the framing effect is a study in which participants were asked whether they would choose to undergo a medical procedure that had a 90% survival rate or one that had a 10% mortality rate. Most participants chose the procedure with the 90% survival rate, even though it is the same as the one with a 10% mortality rate. This is because the information was framed differently, with one emphasizing the positive outcome (survival) and the other emphasizing the negative outcome (mortality).

Another example of the framing effect is when a choice is presented as a gain or a loss. For example, imagine you are offered a choice between a sure gain of $50 or a 50/50 chance to gain $100 or nothing. People tend to be risk averse when the choice is framed as a gain, and they tend to be risk-seeking when the choice is framed as a loss.

Paraphrased, the framing effect is a cognitive bias where the way in which information is presented influences an individual’s perception of it and the decision they make. For example, a medical procedure can be framed in a positive or negative way, which can lead to different decisions being made based on how the information is presented. Another example of the framing effect is how people respond differently when a choice is framed as a gain or a loss.