Framing Effect (Why are we influenced by the way in which information is worded?)
The Framing Effect, a brief explanation
What is the Framing Effect?
The framing effect is the tendency to decide between options based on whether the options are presented in a positive or negative frame (i.e., wording).
Example
In marketing an advertising company can choose to frame a television advertisement for insurance aa either of the following with both examples presenting the same information:
Option 1: 5% of flooding over the next 5 years
Option 2: 95% of no flooding over the next 5 years.
The literature
Badullovich, N. (2022). From influencing to engagement: a framing model for climate communication in polarised settings. Environmental Politics, 32(2). Doi: 10.1080/09644016.2022.2052648
Gong, J., Zhang, Y., Yang, Z., Huang, Y., Feng, J. & Zhang, W. (2013). The framing effect in medical decision-making: a review of the literature. Psychology, Health & Medicine, 18(6). Doi: 10.1080/13548506.2013.766352
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