Frame, framing effect
A decision-frame is the decision-maker's subjective conception of the acts, outcomes
and contingencies associated with a particular choice. The frame that a decision maker
adopts is controlled partly by the formulation of the problem and by the norms, habits,
and personal characteristics of the decision maker. It is often possible to frame a given
decision problem in more than one way. A framing effect is a change of preferences between
options as a function of the variation of frames, for instance through variation of the
formulation of the problem. For example, a problem can be presented as a gain (200 of 600
threatened people will be saved) or as a loss (400 of 600 threatened people will die),
in the first case people tend to adopt a gain frame, generally leading to risk-aversion,
and in the latter people tend to adopt a loss frame, generally leading to risk-seeking
behavior.
See also:
prospect theory,
reflection effect,
representation,
social cognition
Literature:
Tversky & Kahneman (1981)
