What is the Framing effect?
The framing effect is a cognitive bias that occurs when people change their preferences based on the way information is presented. Framing refers to how changes in context alter perceptions of the same choice alternatives.
Why does it work?
Our decision-making process can be influenced by irrelevant factors, such as how choices are framed (the order in which options are offered, for instance). Cognitive errors like these can arise due to shortcuts our brain takes when making decisions; they’re an attempt to resolve cognitive dissonance between new information and existing beliefs. They also occur because we rely on mental heuristics, or rules of thumb, that simplify complex problems (e.g., if you’ve heard of the person/company before, you will make different assumptions about them than if you’ve never heard of them).
Why is this bias dangerous?
When people are presented with information in different ways, their behavior can be influenced without them even realizing it. The framing effect may make you more likely to accept a certain argument because its conclusion seems inherently desirable (consider two options: (a) 10% chance to win $1 million or (b) 90% chance to lose $100. Option b will seem much more attractive if the loss is framed as « 90 percent off » rather than « 10 percent on). For businesses, marketers, and advertisers, shifting the way the decision is framed allows for an increased ability to persuade consumers. If one benefit of your product is emphasized over another, it puts consumers at a disadvantage because the brain naturally prioritizes more recent information.
How do people use this bias?
The framing effect is most likely to come into play when we make decisions that involve risk and probability (e.g., whether or not to vaccinate yourself or your child). It is likely, in these cases, for us to be overly influenced by how these risks and probabilities are framed (simply put: we don’t like losing, even if it means gaining something else) .
One common example of this occurs when people choose whether or not to participate in an investment scheme. The scheme offers a low-risk/high-reward scenario: invest $100 now with promises of large returns later on. However, most people would be hesitant to invest in this type of scheme because it involves risk.
However, the same investment option is framed differently depending on how you look at it. The high-risk/high-reward scenario (invest $100 now with promises of no return) makes many more people willing to invest versus not investing at all.
How can we create this bias?
The framing effect works best when one side has a slight edge over the other (e.g., 90% chance of losing $100 versus 10% chance of winning $1 million). For example, if someone were asking for donations for an organization that helps feed families in need over the holidays, they might frame their request as « Help feed 25 families this holiday season » or « Don’t let 10,000 families go hungry. » The first option frames the benefits as a gain to those who help, while the second focuses on how many families will be affected if you don’t.
How to avoid this bias?
In order to reduce the impact framing has on your decisions, it’s important that you recognize the effect and create an optimal environment for decision-making through awareness. For example, consider all options before making a final decision and take time to analyze them separately so you can think about each choice objectively before considering how they relate.
Framing effect examples?
You should avoid being coerced by either extreme descriptions of events (e.g., it is going to kill 10,000 people vs. it isn’t going to hurt anyone). Also, try not to think in terms of black and white (good/bad, right/wrong) since that will skew your thinking; instead, view things in terms of the degrees between two extremes (e.g., avoid using absolutes in your descriptions when possible).
Which profession use the Framing effect?
Marketers and advertisers are particularly skilled at employing framing effects to encourage you to purchase their goods or take advantage of their offers. The ability to get inside your head so effectively is what makes them so successful over time.
Framing effect conclusion.
The Framing Effect refers to how people react differently to information depending on how that information is presented. Shifting the way the decision is framed allows for an increased ability to persuade consumers and alter decisions in favour of a desired outcome (e.g., profit).
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