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What is the framing effect?

PsychologyLesson on requestFree to read

Quick answer

The framing effect is a bias where the way information is presented — not just the facts — changes our decisions. People react differently to '90% fat-free' than to '10% fat', even though they mean the same thing. How information is worded shapes our choices.

Key things to understand

  1. How information is worded shapes our choices.
  2. Positive vs. negative framing leads to different decisions.
  3. It works even when the underlying facts are identical.
  4. Marketers and media use it constantly.

People also ask

What is the framing effect?
A bias where the way information is presented changes our decisions, even if the facts stay the same.
What's an example of the framing effect?
'90% fat-free' sounds better than '10% fat', though they describe exactly the same food.
How can you avoid the framing effect?
Restate choices in neutral terms and consider both the positive and negative framing before deciding.