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The presentation of information in a way that influences the reader’s or hearer’s response.
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The presentation of information in a way that influences the reader’s or hearer’s response.
The Dutch bicycle company VanMoof reduced shipping damage to its products by 80% when they printed a picture of a TV on the boxes. Shippers had previously thought of bikes as tough and unbreakable, but now they were reframed as something fragile, requiring special care.
The disclaimer that ‘investments can go down as well as up’ is framed in a way that suggests that they are most likely to go up. The phrase ‘tax relief’ has been criticised for implying that tax is a burden. And ‘90% fat free’ sounds more positive than ‘10% fat’.
Tversky & Kahneman’s Prospect Theory demonstrates how people reverse their preferences depending on whether outcomes are described in terms of risks or rewards.
Goffman, E. (1974). Frame Analysis. Cambridge: Harvard University Press.
Tversky, A. and Kahneman, D. (1981). ‘The Framing of Decisions and the Psychology of Choice.’ Science 211