Framing – the finding that decision makers respond differently to different but objectively equivalent descriptions of the same problem

3 types of framing:

 

Risky Choice Frames (ex. gain/loss frames)

  1. what is framed? Set of options with different risk levels
  2. what is affected? Risk preference
  3. how is effect measured? Comparison of choices for risky options

 

Attribute Framing (ex. hamburger meat)

  1. what is framed? Object/event attributes or characteristics
  2. what is affected? Item evaluation
  3. how is effect measured? Comparison of attractiveness ratings for the single item

 

Goal Framing (ex. how to get someone to stop smoking)

  1. what is framed? Consequence or implied goal of a behavior
  2. what is affected? Impact of persuasion
  3. how is effect measured? Comparison of rate of adoption of behavior

 

What affects framing?

Take home message: It is important to be aware of heuristics and biases because sometimes they can cause us to make poor decisions (ex. phobias); however, we have developed them for a reason and usually they aid us in processing complex information