#8
Framing Effect
"10% die" vs "90% survive" — same fact, opposite decisions. Tversky & Kahneman, 1981.
The Framing Effect shows that identical information presented differently leads to systematically divergent decisions, as Tversky and Kahneman's 1981 Asian Disease Problem demonstrated: when a program was framed as saving 200 lives, 72% chose it, but when framed as 400 people dying—mathematically identical—only 22% did. Advertisers, politicians, and doctors exploit this, guiding choices toward predetermined outcomes, making it a powerful tool for persuasion.
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