Framing Effect: It's How You Say It

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.”