Framing effect (psychology)

Framing effect is a cognitive bias where people's decisions change depending on how options or statements are framed, even when they are logically identical. Studies show that when both choices are framed positively as gains, the majority of people prefer a certain gain over a probable gain. On the other hand, when both choices are framed negatively as losses, people tend to choose an uncertain loss over an inevitable loss. Though the choices across the positive and negative framing conditions are logically equivalent, people in different conditions make different decisions. Gain and loss are defined within the scenario as outcomes, for example, lives lost or saved, patients treated or not treated, monetary gains or losses.

Prospect theory posits that a loss is more significant than the equivalent gain, that a sure gain (certainty effect and pseudocertainty effect) is favored over a probabilistic gain, and that a probabilistic loss is preferred to a definite loss. One of the dangers of framing effects is that people are often provided with options within the context of only one of the two frames.

Valence-framing implicates attitudinal changes in attitudinal conceptualization. Statements oriented negatively ("I oppose") result in greater levels of attitude resistance and certainty as compared to positive statements ("I support") even when both statements are aimed toward the same logical end.

The concept helps to develop an understanding of frame analysis within social movements, and also in the formation of political opinion where spin plays a large role in political opinion polls that are framed to encourage a response beneficial to the organization that has commissioned the poll. It has been suggested that the use of the technique is discrediting political polls themselves. The effect is reduced, or even eliminated, if ample credible information is provided to people.