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
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.
Tversky, A., & Kahneman, D. (1981). The framing of decisions and the psychology of choice. Science, 211, 453–458.
Key Takeaways
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.
Reframe statistics as factually-accurate positives against competitors. Facts are dramatically reinterpreted when set amongst different data.
• 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).
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
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.
Key Takeaways
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.
Reframe statistics as factually-accurate positives against competitors. Facts are dramatically reinterpreted when set amongst different data.
• 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).
Framing
We make very different decisions based on how a fact is presented
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.
In detail
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Framing
