Framing, or ‘it depends how you put it’

The framing effect shows we all make decisions based on how the options are presented.

How can you use it?

This one’s probably our favourite bias, because it proves the words you use have immense weight, and can help steer and shape all sorts of decisions. For starters, change the way you describe a product or service and measure the results.

Where can you learn more about it?

Kahneman and Tversky’s study is possibly the most clear-cut: participants were told there were 600 lives at risk from a deadly disease. When one group was presented with a cure that would ‘save 200 lives’, they overwhelmingly supported it. When another group was told the cure would mean ‘400 people would die’, it was vetoed. The exact same options, just presented differently.

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