Framing

The same information presented in different frames produces dramatically different decisions and reactions — the content is identical but the framing changes everything.

• '95% survival rate' versus '5% mortality rate': identical statistics, but people overwhelmingly prefer the surgery described as having a 95% survival rate.
• Ground beef labeled '80% lean' is rated higher quality than the same beef labeled '20% fat.'
• A government framing a tax increase as 'removing a bonus' vs. 'imposing a new charge' dramatically changes public acceptance.