What Is the Framing Effect?

In a study, people were asked to choose between two types of medicine. If they chose the first one, 400 thousand people will die from it; if they chose the second, there's a 66 point six% chance that no one will be saved. This is actually the exact same choice, mathematically, in both groups. The only difference is the framing of it. People are much more likely to go for the sure thing of saving lives when it's presented as a possible gain. And they're much morelikely to forget about that option and actually go for the really, really risky choice when it’s presented as possible loss. It scrambles your system to think of it in