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attribute framing

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    Framing Effects Entry #0501

    Why ninety per cent fat free beats ten per cent fat

    Ninety per cent lean and ten per cent fat describe the same thing, and the two descriptions produce measurably different judgements.

    Novice
    The hidden part #0501

    The same fact stated from the favourable end is not the same message. Both halves are true; only one is offered.

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    Framing Effects Entry #0520

    The reason a benefit framed as recovering a loss converts better

    Stop losing four hours a week outperforms gain four hours a week. The hours are the same; only the position they are measured from has moved.

    Master
    The hidden part #0520

    The frame does not describe the offer. It installs the baseline the offer will be measured from, and repairs feel more urgent than upgrades.

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