Because we want to avoid sure losses, we look for options and information with certain gain. 3 A sure gain is preferred to a probable one, and a probable loss is preferred to a sure loss. The foundational work of psychologists Daniel Kahneman and Amos Tversky explains framing using what they called “prospect theory.” According to this theory, a loss is perceived as more significant, and therefore more worthy of avoiding, than an equivalent gain. We are susceptible to this sort of framing because we tend to avoid loss. The most common framing draws attention to either the positive gain or negative loss associated with an option. Our choices are influenced by the way options are framed through different wordings, reference points, and emphasis. This may be because climate change has been framed as a scientifically contentious issue by some media outlets and politicians, who also often highlight the short-term financial costs of environmental policy. 2 Despite this, there are a significant number of voters in North America who deny climate change and believe policies such as carbon taxes will disadvantage the average citizen. 1įor example, there is an overwhelming amount of evidence showing that climate change will result in enormous costs further down the line, and that those costs will be disproportionately borne by low income communities. Likewise, policy stances and behaviour that do not further the public good may become popular because their positive attributes are effectively emphasized. Sometimes, issues or positions that benefit the majority of people can be seen unfavorably because of negative framing. Public affairs and other events that draw attention from the public can be interpreted very differently based on how they are framed. The framing effect can have considerable influence on public opinion.

Bleachox highlighted the percentage of germs it did kill (a positive attribute), whereas Bleach-it highlighted how many germs it did not kill (a negative attribute). Although both products were equally effective at fighting germs, and essentially claimed the same thing, their claims were framed differently. John’s decision to buy the Bleachox over Bleach-it wipes was informed by the framing effect. He doesn’t like the sound of germs ‘surviving’ on his kitchen counter. The only difference Jon notices, is that the Bleachox wipes claim to “kill 95% of all germs,” whereas the “Bleach-it” wipes say: “only 5% of germs survive.” After comparing the two, John chooses the Bleachox wipes. One is called “Bleachox” and the other is called “Bleach-it.”īoth of the disinfectant wipes Jon is considering are the same price and contain the same number of wipes. He sees several options, but two containers of wipes are on sale. Consider the following hypothetical: John is shopping for disinfectant wipes at his local pharmacy.

Second life double sided picture frame