The Framing Effect. How a Single Word Changes Your Mind

A cognitive bias where people decide on options based on whether the options are presented with positive or negative connotations: the frame.

You are in a supermarket choosing between two containers of yogurt.

• Yogurt A is labeled "99% Fat-Free".

• Yogurt B is labeled "Contains 1% Fat".

Even though the yogurts are identical, most people will perceive Yogurt A as healthier because of the positive framing.

What is the Framing Effect and why does a single word matter so much?

The Framing Effect demonstrates that we do not make decisions in a vacuum based on pure logic. The context and language used to present the information have a massive impact.

For example, a medical treatment described as having a "90% survival rate" is viewed far more favourably than the exact same treatment described as having a "10% mortality rate".

The first frame focuses on the gain (survival), while the second focuses on the loss (mortality), which often triggers our Loss Aversion.

A single word or phrase can create a frame that completely alters our perception, even when the underlying facts are the same.

How can I make better decisions by reframing a choice?

When presented with a choice, consciously try to re-frame it in the opposite way. If something is presented as a gain, re-frame it as what you might lose.

This will help you see the choice more objectively and escape the influence of the initial frame.

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