Did you ever consider how merely altering the way something is presented can utterly alter your opinion of it? View a simple image — cut it differently, and instantly it presents a new tale. It is known as "The Framing Effect," a concept that was discovered by two genius psychologists, Amos Tversky and Daniel Kahneman, in the 1970s. They discovered that information presentation seriously alters the decisions people make.
Think of a painting that's quite useless. But place it in a big, new frame and hang it in a vast hall. All of a sudden, folks start referring to it as a masterpiece! It's not the painting that changed — it's simply how it was presented. Our brains are more impressed with the packaging than what's inside. Same with words. Consider "I will wait for you" — depending on the way you say it or write it, it can be sweet, desperate, romantic, or even sad. The context makes all the difference.
Another good example is two circles. If you put them in various shapes, one of them can appear larger than the other, even when they are equal in size. Our brain tricks us based on the environment, not reality.
Marketers are well aware of this game. Suppose you are going to purchase juice. One pack reads "85% sugar-free," another reads "15% sugar." Which one would you consider healthier? People choose "85% sugar-free" because our mind prefers larger positive numbers. Though both packs mean exactly the same thing!
Physicians also get to play framing, sometimes unaware. If they tell you, after surgery, "90% success rate," you're encouraged. But when they tell you, "10% chance of failure," you're frightened — even though they're the same odds. Language is a very powerful tool.
Big corporations, politicians, news networks, charities — they all employ framing to lead you to think and feel in certain ways. Natural juice, real tomato ketchup, fresh milk — sounds good, doesn't it? But look at the back of the pack, and you may be in for a shock! It's just a case of building a good impression with clever language.
So next time you feel like someone's trying to sell you something, or try to get you thinking a particular way, take a second. Look closer. Observe how things are worded. Know these tricks of the mind, and you'll be able to make wiser, better choices without falling for the bait.
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