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Framing Effect

Framing Effect

Framing Effect

The framing effect is a cognitive predisposition where individuals make their choice in a particular situation based on whether the alternatives that exist have either positive or unfavourable connotations associated with them such as a loss or as a gain.

People are generally risk averse when a favourable frame is presented but look for threats when a negative frame is presented. Gains and losses are defined in the circumstance as descriptions of results (e.g., lives lost or saved, unwell patients treated and not treated, etc).

‘Possibility theory’ suggests that a fear of loss is more substantial than the excitement about an equivalent gain, that a sure gain. This is also known as the certainty effect or pseudo certainty effect.

One of the risks of framing results is that people are typically offered choices within the context of only one of the two frames. The principle assists to establish an understanding of frame analysis within social motions, and also in the development of political opinion where spin plays a big role in political opinion polls that are framed to encourage a reaction beneficial to the organization that has actually commissioned the poll. It has actually been suggested that making use of the strategy is discrediting political polls themselves. The effect is minimized or even gotten rid of if sufficient trustworthy info is provided to individuals.

Daniel Kahneman and Amos Tversky researched how various phrasing affected individuals’ actions to a choice in a hypothetical life and death circumstance in 1981.

Individuals were asked to select between 2 treatments for 600 people affected by a fatal disease. Treatment A was anticipated to lead to 400 deaths, whereas treatment B had a 33% opportunity that nobody would die but a 66% opportunity that everyone would die. This choice was then provided to individuals either with positive framing, i.e. how many people would live, or with unfavorable framing, i.e. the number of people would pass away.


“Conserves 200 lives” ” 

A 33% opportunity of saving all 600 people, 66% possibility of saving nobody.”


“400 people will pass away” ” 

A 33% possibility that no people will pass away, 66% possibility that all 600 will pass away.” 

Treatment A was picked by 72% of participants when it was presented with favourable framing (“conserves 200 lives”) dropping to 22% when the same option existed with unfavourable framing (“400 individuals will pass away”).

This result has actually been displayed in other contexts: 93% of PhD students signed up early when a charge fee for late registration was highlighted, with just 67% doing so when this was presented as a discount for earlier registration.

62% of people disagreed with allowing “public condemnation of democracy”, however only 46% of individuals agreed that it was right to “forbid public condemnation of democracy”.

More individuals will support an economic policy if the employment rate is emphasised than when the associated joblessness rates is highlighted.

It has actually been argued that imprisonment might actually increase an offender’s desire to accept a plea bargain, since imprisonment, rather than freedom, will be his standard, and pleading guilty will be deemed an event that will cause his earlier release instead of as an event that will put him in prison.

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