KahnemanBias

Framing effect

Эффект фрейминга · Эффект формулировки

How a choice is described changes which option people pick - even when the underlying outcomes are mathematically identical.

Plain explanation

«90% survival rate» and «10% mortality rate» mean the same thing. People pick the first treatment more often. The frame, not the fact, drove the choice.

Why it matters

Every option you face is framed by someone - vendor, manager, marketer, your past self. Recognising the frame is the prerequisite to choosing on the underlying reality.

Practical example

«Sign up before midnight and save $40» feels different from «pay $40 extra after midnight». Same money, different action.

How to use

1Always reframe a choice in at least two ways before deciding. Often a third frame shows it differently still.
2Ask: «what would this look like as a gain instead of a loss?» (and vice versa).

Related concepts

Kahneman

Loss aversionLosses hurt about twice as much as equivalent gains feel good. We will work harder to avoid losing $100 than to gain $100.

Kahneman

AnchoringAny number you see first quietly pulls every subsequent estimate toward it - even when the anchor is irrelevant or random.

Read the original book

This part of the knowledge base is inspired by the book. Go to the Ukrainian edition to explore the concept in depth.

Buy «Мислення швидке й повільне»

Source notes

· Методичка по Канеману - фрейминг