Framing Effect
Presentation changes perception—same facts, different reactions.
Explanation
The way you present the same information completely changes how people react to it. Saying '90% success rate' feels much better than '10% failure rate,' even though they're identical facts. Our brains don't judge information in isolation—we compare it to something else. Marketers, politicians, and negotiators use this psychological principle to influence decisions by choosing how to frame their message.
Real-World Example
Doctor: '90% survival rate' vs '10% die'—more choose surgery with first framing. '25% off' vs 'Save $50'—depends if item is $100 or $1000. 'We need to cut costs' vs 'We need to invest in efficiency'—same action, different support.
How to Apply
Always test both frames: positive (gain) and negative (loss). Loss frame often more powerful—people hate losing. Consider reference point—compared to what? Frame relative to their values, not yours. For bad news: sandwich technique often backfires. Be direct but frame next steps positively.