Framing Effect: It's How You Say It
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Tversky & KahnemanContributor
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.”
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Tversky & Kahneman
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