The framing effect occurs when people react differently to something depending on whether it is presented as positive or negative. In other words, our decision is influenced by how the information is presented rather than what is being said.

Example: Framing effect

While doing your groceries, you see two different beef products. Both cost and weigh exactly the same. One is labeled “80% lean” and the other “20% fat.” Comparing the two, you feel that 20% fat sounds like an unhealthy option, so you choose the 80% lean option. In reality, there is no difference between the two products, but one sounds more appealing than the other due to the framing effect.

The framing effect

The framing effect can impact our decision-making skills and can be observed in a number of contexts and fields (e.g., psychology, political communication, and marketing). The framing effect is a type of cognitive bias or error in thinking. “Framing” refers to whether an option is presented as a loss (negative) or a gain (positive). People are generally biased toward picking an option they view as a gain over one they view as a loss, even if both options lead to the same result. They are also more likely to make a riskier decision when the option is presented as a gain, as opposed to a loss.

Example: Framing effect loss vs. gain

Suppose you are looking for a jacket online and encounter two offers:

-Option A costs the full retail price of $100

-Option B is on sale for 50% off the full retail price of $200

Even though both offers cost the same, option B would likely lead to more sales. The first offer frames the purchase as a loss of $100, while the second offer gives the customer the illusion that they are saving $100 by choosing this option. Because it is framed as a gain, customers are more likely to purchase the second jacket.

Why does the framing effect happen?

The framing effect is a result of different mental processes that take place when we are faced with a decision. Here are a few of the mechanisms that can help explain why the framing effect occurs:

-Loss aversion: People value a certain gain more than a probable gain, even if the probable gain has a greater expected value. The pain of losing is emotionally taxing and something we try to avoid. Due to this, information with a certain gain is more appealing to us, even though we don’t realize it. We prefer positive frames, and framing influences how probable a gain or loss is.

-The availability heuristic: due to our limited ability to process information at any given moment, our minds default to choices that demand less resources. That is why, when faced with a decision, we rely upon knowledge that is readily available rather than examine other alternatives. When we are presented with options that are clearly framed, we are more inclined to choose them.

-The affect heuristic: decision-making is not a purely rational process. We also rely on our emotions. This explains why appeals to emotion work: when an option is framed in such a way as to elicit an affective reaction, we tend to favor that.

Framing effect examples

Framing is often used in political communication to influence how an event or policy is perceived.

Example: Framing effect and politics

“Tax relief” is a term often used to refer to “tax cuts.” By framing taxes in this way, politicians emphasize their burdensome qualities, while any benefits coming from them, such as social programs, are ignored.

The popularization of the term has made it more difficult for opponents of tax cuts to get their argument across. “Tax cuts” is an emotionally neutral term, while “tax relief” is emotionally charged. It evokes the image of an oppressor burdening people with heavy taxes. Even though both terms mean the same thing, it is far more difficult to be against “tax relief”.

In general, framing helps politicians communicate their ideas by highlighting some parts of an issue while ignoring others.

The framing effect can also play a role in medical decisions, for example, when evaluating the effectiveness of a treatment.

Example: Framing effect and medical decisions

In a study among undergraduate students, respondents were presented with the following medical decision-making problem, described with both a positive and a negative frame. Responses were recorded on a 6-point Likert scale ranging from 1 (very bad) to 6 (very good).

Positive: 100 patients took the medicine, and 70 patients got better. How would you evaluate the drug’s effect?

Negative: 100 patients took the medicine, and 30 patients didn’t get better. How would you evaluate the drug’s effect?

The results revealed that the framing influenced the evaluation: when the drug’s effect was described with a loss frame (30 patients didn’t get better), respondents gave negative evaluations. When the effect was described with a gain frame (70 patients got better), respondents gave positive evaluations.

Nikolopoulou, K. (2023, June 25). What Is the Framing Effect? | Definition & Examples. Scribbr. Retrieved September 11, 2023, from https://www.scribbr.com/research-bias/framing-effect/