Framing: What You Emphasize is What They Hear
Framing is the phenomenon where our perception of a choice changes depending on how the information is presented, even when the underlying facts are the same. Imagine a new drug for hypertension. In clinical trials, it lowered blood pressure to a healthy level in 90% of patients. We could say: "This drug is 90% effective!" and it would be seen as a triumph. But we could just as accurately say: "It fails to work in 1 out of every 10 patients." Suddenly, that same drug seems a little less impressive. Nothing about the data changed—only the story around it. This effect extends well beyond numbers. Take side effects: we could frame them as "most people experience none," or as "a significant minority do." Both are technically true. But the emotional and clinical weight those statements carry i...
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