PSYCHOLOGY
psychology
bias
marketing
decisions
Framing Effect: It's How You Say It
Would you buy meat that is 90% lean or 10% fat? They are the same thing, but one sounds healthy and the other sounds gross. Context is everything.
Tversky & Kahneman• 5 min read
90% Lean vs. 10% Fat
We do not make decisions in a vacuum. We react to how information is presented (the frame).
- Positive Frame: "This surgery has a 95% survival rate." (Patients say yes).
- Negative Frame: "This surgery has a 5% mortality rate." (Patients say no).
Loss Aversion
Framing works because losing feels twice as bad as winning feels good. To persuade someone, frame the choice as avoiding a loss rather than gaining a benefit. Don't say: "Buy this insulation to save money." Say: "You are losing money every day through your walls."