Framing Effect: Cognitive Psychology
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28 Terms
Framing Effect
People make decisions based on how information is framed, rather than an actual fact.
Beliefs, values, culture, personality, and prior experiences and information.
Founder of Framing Effect
Amos Tversky and Daniel Kahneman in 1979
Framing Effect is known as
Theory of Choice and Prospective Theory
The Asian Disease Experiment 1981
Study by Amos Tversky and Daniel Kahneman
Experiment Option treatment for 600 people
THE FRAMING OF DECISIONS AND PSYCHOLOGY OF CHOICE (1981)
AMOS TVERSKY AND DANIEL KAHNEMAN (1981)
Risk-averse
When choices are framed positively, people tend to prefer certainty over risk, even if the risky option has a potentially better outcome.
Risk-seeking
When choices are framed negatively, people tend to prefer taking risks to avoid certain loss.
Same scenario framed differently:
Main components of framing effect
RELATIVE EVALUATIONS
HEURISTICS
LOSS AVERSION & ASYMMETRIC RISK TAKING
RELATIVE EVALUATIONS
Choices can be seen as either
positive or negative from something that is neutral.
HEURISTICS
We tend to reason things out more intuitively (or use mental shortcuts) rather than logic.
LOSS AVERSION & ASYMMETRIC RISK TAKING
Losses feel more significant to us than gains, thus, we take sure gains over probable losses and vice versa.
We frame information based on
AUDITORY
VALUES
VISUALS
AUDITORY
tone, pitch, tempo, and emphasis
VALUES
personal, cultural, or moral values
VISUALS
images, colors, and formatting
Types of Heuristics
Availability Heuristics
Affect Heuristics
Availability Heuristics
Refers to how we tend to use information that is readily available to us when making decisions
Affect Heuristics
Focuses on how we rely on our emotional states during decision-making or how emotions can influence our decision-making
Types of Framing
(Levin, Scneider, & Gaeth, 1998)
RISK CHOICE FRAMING
ATTRIBUTE FRAMING
GOAL FRAMING
RISK CHOICE FRAMING
This type of framing explains that our decision-making is based on our aversion towards loss
ATTRIBUTE FRAMING
Focuses on certain attributes that can be framed differently to elicit different responses.
E.g. Different fonts in texts
GOAL FRAMING
A potential gain/loss for doing something and there is potential gain/loss for not doing something
Note 
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