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
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.
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).
In further detail
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
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.
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).
We make very different decisions based on how a fact is presented
The study
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.
Those presented with a positive frame rated the beef as higher quality than those presented with a negative one.
In detail
Scarcity
We value things more when they’re in limited supply
Social Proof
We copy the behaviors of others, especially in unfamiliar situations
Prospect Theory
A loss hurts more than an equal gain feels good
Reciprocity
We’re hardwired to return kindness received
Framing
We make very different decisions based on how a fact is presented
Loss Aversion
We feel more negative when losing something than positive when we gain it
Default Effect
We tend to accept the option pre-chosen for us
Anchoring
What we see first affects our judgement of everything thereafter
Fast & Slow Thinking
We make knee-jerk spontaneous decisions that can cause regretful damage
Dynamic Norms
We’re more likely to change if we can see a new behavior developing
Salience
Our choices are determined by the information we're shown