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Framing Effect
“Would your choice change if the same outcome were described as lives saved rather than lives lost?”
01 / SUMMARY
In short
Equivalent descriptions can produce different preferences when one emphasizes gains and another emphasizes losses. Framing changes which comparison stands out even when the numerical outcomes match.
03 / SCENE
In the wild
Food labeled “90% fat-free” may sound more appealing than the identical product described as “10% fat.”
04 / LIMIT
The limit
Not every wording difference is manipulation; a frame can also supply genuinely missing context.
FINAL NOTE
What remains
Restate the option as gains, losses, and absolute values before deciding whether your preference still holds.