FramingOpen Access

Framing

We make very different decisions based on how a fact is presented

The same core information can be dramatically reframed through words, numbers and imagery to greatly influence decision-making.

Tversky, A., & Kahneman, D. (1981). The framing of decisions and the psychology of choice. Science, 211, 453–458.

The study

Setup

Setup

96 people were told they’d be given some ground beef to taste, with half told it’d be  “25% fat” (negative frame) and half told it’d be “75% lean” (positive frame). They were then asked to rate the quality of the beef out of 7.

What’s a Rich Text element?

The rich text element allows you to create and format headings, paragraphs, blockquotes, images, and video all in one place instead of having to add and format them individually. Just double-click and easily create content.

Static and dynamic content editing

A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!

How to customize formatting for each rich text

Headings, paragraphs, blockquotes, figures, images, and figure captions can all be styled after a class is added to the rich text element using the "When inside of" nested selector system.

Results

Results

Those presented with a positive frame rated the beef as higher quality than those presented with a negative one.

Study graph
np_read_2490885_000000

Tversky, A., & Kahneman, D. (1981). The framing of decisions and the psychology of choice. Science, 211, 453–458.

Key Takeaways

1
1

Create a frame using context, words or imagery to help others  to see things according to your needs.  Wildly different perceptions are made possible by reframing the same evidence.

Takeaway image
2
2

Reframe statistics as factually-accurate positives against competitors.  Facts are dramatically reinterpreted when set amongst different data. 

Takeaway image
3
3

Create a fear of missing out. We’re more likely to take up a special offer when the marketing message is framed as a potential loss than a gain (Gamliel and Herstein, 2012). 

Takeaway image
4
4
Takeaway image
Takeaway image
Coglode Live

Coglode Live

Framing

Framing

We make very different decisions based on how a fact is presented

The same core information can be dramatically reframed through words, numbers and imagery to greatly influence decision-making.

The study

Setup

96 people were told they’d be given some ground beef to taste, with half told it’d be  “25% fat” (negative frame) and half told it’d be “75% lean” (positive frame). They were then asked to rate the quality of the beef out of 7.

Results

Those presented with a positive frame rated the beef as higher quality than those presented with a negative one.

study graph
np_read_2490885_000000

In detail

Hungry for more?

Savour the full features of Coglode Cookbook

Upgrade

All Nuggets

Academic data

Key takeaways

Pairings

Cheat Sheets

Collect Nuggets

Nuggets In The Wild

Coglode Live monthly

Nuggets

Snack on these...

Open access, foundational Nuggets

Scarcity

Scarcity

We value things more when they’re in limited supply

Social Proof

Social Proof

We copy the behaviors of others, especially in unfamiliar situations

Prospect Theory

Prospect Theory

A loss hurts more than an equal gain feels good

Reciprocity

Reciprocity

We’re hardwired to return kindness received

Framing

Framing

We make very different decisions based on how a fact is presented

Loss Aversion

Loss Aversion

We feel more negative when losing something than positive when we gain it

Default Effect

Default Effect

We tend to accept the option pre-chosen for us

Anchoring

Anchoring

What we see first affects our judgement of everything thereafter

Fast & Slow Thinking

Fast & Slow Thinking

We make knee-jerk spontaneous decisions that can cause regretful damage

Dynamic Norms

Dynamic Norms

We’re more likely to change if we can see a new behavior developing

Salience

Salience

Our choices are determined by the information we're shown

Connected to

Hungry for more?

Savour the full features of Coglode Cookbook

All Nuggets, data & takeaways

Academic data

Key takeaways

Pairings

Cheat Sheets

Collect Nuggets

Nuggets In The Wild

Monthly Coglode Live calls

Upgrade

Join Coglode Live!

March 29, 2023 16:00

GMT

Prospect Theory
A loss hurts more than an equal gain feels good

Prospect Theory's considered one of the most important (and confusing) concepts in Behavioural Science. We'll explore:

• The various mechanics of how it works

• Examples from the wild that use it well

• How you can use Prospect Theory in your work to improve experiences!

So join us. Tversky and Kahneman will be proud of you.

Show more
Prospect Theory
A loss hurts more than an equal gain feels good
Sign up to attend
© 2013-23 Coglode

Running workshops?

Framing

is included in Box One of our physical workshop tool.
is included in Box Two of our physical workshop tool.
Nuggets Boxes