Have You Heard About The Framing Effect On Our Brains? 🧠

Way back in 1981, Amos Tversky and Daniel Kahneman conducted a study to understand how different phrasing affects people’s decisions. The participants were asked to choose between two treatments for 600 people who had a deadly disease.

The first treatment was predicted to result in 400 deaths whereas the second was predicted to save 200 lives.

Yes, they both showed the same result. But the researchers presented this to the audience as two options - one that had a positive framing (how many people will live) and one had a negative framing (how many people will die)

The result was that 72% of people chose the first treatment with the positive framing while this number dropped to 22% when the same choice was presented with negative framing.

This happens in our daily lives as well. A discount to register early will not have the same effect on us as opposed to a penalty of failing to register. Why? Because we become prey to such framing.

So, take time to understand such framing effects in daily life. Reverse the frame to make better decisions. For example, “90% of this product comes with a guarantee,” to “10% of this product doesn’t”.

Can you think of any other ways to beat this cognitive bias?

Siddhita ❤️

  1. 4

    Slightly confusing. 400 deaths is positive framing? you mentioned 72% selected the first option (400 deaths)

    1. 1

      Yeah I think the post reversed the examples

  2. 3

    What is framing? I dont really understand the article, can you show some realworld example?

    1. 1

      it's about how you position AKA "frame" a concept.


      "this snack bar is 95% fat free"


      "this snack bar is 5% pure fat"

  3. 1

    For those who don't understand it,

    The experimenter's conducted a study among X people. They told them that they will be doing a treatment for a deadly disease among 600 people.

    Now, the way the information was presented to them was,

    1. Treatment A might result in 400 deaths out of 600.
    2. Treatment B might result in saving 200 lives out of 600.

    72% of people chose the 2. option because the framing of the sentence talks about the positive aspects of the treatment i.e saving 200 lives. As few as 22% chose 1. because how the sentence has a negative aspect i.e. prediction of deaths.

    CC:- @curiousnpm @NikolaHere

  4. 1

    The best way to go about this seems to be when you are confronted with two options to view them both in the same frame

Trending on Indie Hackers
Share your product if you haven't made your first sale :) 85 comments I redesigned my landing page to something completely unconventional/unprofessional 20 comments How we automatically provision SSL for SaaS customers with custom domains 14 comments Breaking down one of the most successful ecommerce SEO strategies (IKEA) 12 comments On productized services, a crappy logo, and a shift in perspective that changed everything: Jaclyn Schiff's story 9 comments New vlog: Bought my dream car after 10 years of hard work in entrepreneurship! 7 comments