Framing is a psychological effect in communication. It's a cognitive bias which influences our decision making when the same information is formulated differently. in other words, it comes down how a fact or an information is presented.
- When two or more options are presented the framing effect comes into play even if the outcome is the same.
- Second requirement: the options are phrased differently and appeal to our biases.
- People tend to prefer options which are positively verbalized.
- People also tend to choose options which higher numbers because they belief that the higher is better.
- Aural frames, e.g. the pitch of voices in a debatte
- Visual frames, e.g. color, images, fonts, etc.
- Value frames, e.g. discounts (percentage vs. specific numeric value of a currency)
- Positive and negative frames, e.g. damaging vs. improving your health
- If you undergo this operation, you will live. vs. If you don't undergo this operation, you will die.
- We manage to place as the fourth-best team in the tournament. vs. We have missed a top three placement in the tournament.
- From this intervention 50 percent of the population will benefit. vs. From this intervention 50 percent of the population will be handicapped.