Framing Effect

Identical information presented differently produces systematically different decisions. In Tversky and Kahneman's classic 1981 Asian Disease Problem, participants chose between programmes to address an outbreak of disease expected to kill 600 people. When framed as "saves 200 lives," 72% chose Programme A. When framed as "400 people will die" — mathematically identical — only 22% chose it. The same surgery has dramatically different consent rates when described as having a "10% mortality rate" versus a "90% survival rate." Advertisers, politicians, lawyers, and doctors all exploit framing to guide decisions toward predetermined outcomes.