The Power of Framing

The way you frame a problem, argument or statement can have huge effects on how people perceive it.

Think about risk for a moment and the fact that people don’t like to take chances. They dislike taking chances so much that even the whiff of negativity is enough to send people running for the hills.

That’s what Kahneman and Tversky demonstrated when they asked participants to imagine 600 people were affected by a deadly disease. There was, they were told, a treatment, but it is risky. If you decided to use the treatment, here are the odds:

“A 33% chance of saving all 600 people, 66% possibility of saving no one.”

When told this, 72% of people thought it was a good bet. But, when presented the problem this way:

“A 33% chance that no people will die, 66% probability that all 600 will die.”

…the number choosing it dropped to 22%

The beauty of the study is that the outcomes are identical, it’s just the framing that’s different.

Summing-up: The way we think is heavily influenced by the terms in which issues are expressed.

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