8.9 The Influence of Framing

Introduction to Framing Effect

  • Definition of framing: the influence of how a situation is presented on decision-making.

Hypothetical Custody Battle Experiment

  • Description of the experiment:

    • Participants are presented with a scenario involving two parents (Parent A and Parent B) fighting for child custody.

    • Parent A Features:

      • Average income

      • Average health

      • Average working hours

      • Reasonable rapport with the child

      • Relatively stable social life

    • Parent B Features:

      • Above average income

      • Very close relationship with the child

      • Very active social life

      • Minor health problems

      • Lots of work-related travel

  • Questions posed to participants:

    • "To which parent do you think you should award sole custody to?"

    • Results: Participants tend to choose Parent B due to favorable qualities.

    • "To which parent should you deny sole custody to?"

    • Results: Participants again choose Parent B, illustrating that the framing of the question changes the decision-making process.

Justification in Decision-Making

  • Explanation of conflicting results based on question framing:

    • When framed as awarding custody, justifications seek positive attributes of Parent B.

    • When framed as denying custody, justifications focus on negative aspects of Parent B, such as health issues and work commitments.

Real-World Application: Vaccination Programs Scenario

  • Description of vaccination program options:

    • Program A: 200 people saved out of 600.

    • Program B: One-third probability of saving 600 people and two-thirds probability of saving none.

  • Initial choice results: Most people prefer Program A (perceived as the better option).

  • Alternative framing:

    • Program A: 400 people will die out of 600.

    • Program B: One-third chance no deaths, two-thirds chance all will die.

  • Result in alternative framing: About 78% of participants choose Program B.

  • Explanation of choice shift:

    • When framed as losses, decision-makers become more risk-averse and seek options that minimize perceived loss.

Framing Effects in Political Polls

  • Example of framing in political survey regarding healthcare legislation:

    • Poll on "Obamacare" vs. "Affordable Care Act":

    • Obamacare: 46% opposition recorded.

    • Affordable Care Act: 37% opposition recorded.

  • Implications of politically charged names on public opinion.

  • Influence of poll framing on results:

    • Left-leaning vs. right-leaning organization biases.

    • Importance of neutral and carefully structured questions to avoid bias.

    • The order in which questions are asked can influence responses.

Framing in Sales and Negotiation Tactics

  • Example of framing as a marketing strategy:

    • Sales signs indicating "50% off":

    • Use of anchoring effect: displaying original price anchors perception, making reduced price appear more appealing.

  • Sales and negotiation tactics:

    • Overlisting prices (e.g., houses, cars) to create an anchor and facilitate negotiations.

    • Final price appears more reasonable compared to initial high anchor.

Conclusion

  • Summarization of the impact of framing on decision-making in various contexts including custody scenarios, healthcare surveys, and shopping behaviors.

  • Acknowledgement of the psychological mechanisms at play in decision justification and risk perception.