Framing:
Since we feel losses more acutely than gains,
people tend to seek positively framed information.
In a 1984 study, physicians were presented with
a hypothetical case of an epidemic that was
expected to kill 600 people. Two programs to
combat the disease were proposed: program A
would result in 200 people saved, whereas under
program B two-thirds of the 600 people would
die. 72% of respondents chose program A, even
though the results were identical.
How do you frame your decisions – do you take
information at face value, or do you question
how it is presented?