The framing effect occurs when we make decisions about information depending on the presentation or context of its delivery.
What is the framing effect?
The framing effect is a cognitive bias that influences our perception and decision-making. The influence comes from the way information is presented (framed), affecting how we interpret and respond to the information.
For example, by presenting information as a gain, you can emphasize the potential benefits of an action; by framing information as a loss, you can emphasize the potential costs of inaction.
Examples of the framing effect in action:
- The framing effect is often seen in health communications. For example, suppose a doctor tells you that 85 out of 100 patients are still alive 15 years after undergoing a specific surgery. This is more comforting to hear, rather than him saying that 15 of 100 patients were dead within 15 years.
- The framing effect is widely used by advertisers to promote their products or services. For instance, labeling a yogurt 92% fat free instead of 8% fat.
- Political messaging is a prime example of the framing effect in action. It is a great way for politicians to frame their messages to be more persuasive to voters. For example, a politician may frame their platform as being focused on “tax relief” rather than calling it a “tax cut”.
What is framing bias?
There is a difference between the framing effect and framing bias:
- The framing effect describes the impact of the way information is presented.
- Framing bias is a bias that occurs when people are affected by the phenomenon.
Essentially, framing bias is an error in judgment that arises from how people process information when it is presented in a certain way.
Real-world examples of the framing effect
Framing bias can occur in several instances. Below are some real-world examples that illustrate the effect of it.
News stories are almost always framed in a way that can influence how people perceive the news, resulting in framing bias.
For example, if a news story about a crime is framed as being committed by a member of a particular ethnic group, this often leads to negative stereotyping and bias (e.g., confirmation bias) against that group.
Framing is often used to influence consumer behavior in advertising.
For example, an advertisement for a weight loss product might frame the product as being a “quick and easy” way to lose weight rather than underlining the effort weight loss requires.
The framing effect can influence people’s perceptions of the product itself and possibly affect their purchasing decisions, creating framing bias.
The framing effect is particularly used in political campaigns, so politicians can present their message in a way that will be most persuasive to voters.
For example, a politician might claim to be “protecting American jobs” rather than “limiting foreign trade”. Both statements essentially mean the same, but the specific framing can influence how voters perceive the candidate’s message, which may affect their voting decisions.
The 4 main types of framing
There are four main types of framing: auditory frame, values frame, visual frame, and positive and negative frames.
You can learn more about the four main types below.
1. Auditory frame
The auditory frame refers to how a message is spoken, e.g., conveying enthusiasm versus indifference. A person can use different styles of tones to present information to other people, which affects the way the information is perceived.
In auditory framing, the focus is mainly on how the message is delivered rather than its content. Different aspects of auditory framing include:
- Tone: The tone of a message can convey emotions and attitudes, such as confidence, concern, or enthusiasm. For example, speaking in a confident tone helps frame a message to be more persuasive, while speaking in a hesitant tone often makes it less convincing.
- Pitch: The pitch of a message can also influence its impact. If you speak in a high-pitched voice, your message may sound more emotional or urgent, while a low-pitched voice might make you sound more authoritative or calm.
- Emphasis: Emphasizing certain words or phrases when you speak can draw attention to key points in a message. Too much emphasis, however, can make your message seem insincere.
2. Value frames
A value frame involves psychological techniques, where messages are presented in terms of core values or beliefs. For example, framing a policy issue as a matter of fairness or justice can appeal to people’s sense of values.
In values framing, the focus is mainly on aligning the message with the target audience’s values, to help make them feel that they are getting a better deal than they are. Some aspects of values framing include:
- Personal values: People have individual and different values, so a message that speaks to those values can be more persuasive. For example, a message about environmental conservation may appeal to people who prioritize sustainability and preserve natural resources.
- Cultural values: Cultural values also play a role in values framing. Messages that align with the cultural values of a particular group may be more effective than messages that do not. For example, a message that emphasizes the importance of family possibly resonates more with people from other cultures that prioritize family relations.
- Moral framing: Messages that appeal to people’s sense of right and wrong can be more persuasive. For example, framing an issue in terms of justice or fairness can appeal to people’s moral values.
3. Visual frames
Visual frames is the way a message is visually presented to draw attention to specific parts of a message.
In visual frames, the focus is mainly on the visual presentation of the message, which can affect the impact of the message. Some aspects of visual framing include:
- Images: Using images can make a message more memorable and engaging because they can evoke emotions, which helps people connect with the message. For example, an image of a person suffering from a disease can make a health campaign more compelling.
- Colors: Colors can have different meanings and associations. By using colors that align with the message, you can make your message more effective. For example, using green in a message about environmental sustainability often helps emphasize the message.
- Formatting: The way a message is formatted (font size, style, etc.) can also affect its impact. For example, using bullet points or bold fonts can make key points more noticeable. Advertisers often use big, bold, and legible letters to grab attention instead of using small, illegible fonts no one will bother to read.
4. Positive and negative frames
A positive frame emphasizes the benefits of a particular action or decision, while a negative frame emphasizes the potential losses or risks.
For example, presenting a health campaign as promoting wellness versus avoiding illness is an example of positive versus negative framing. Another example is the common phrase about looking at the glass half full or half empty.
In positive and negative framing, the main focus is on the potential outcomes of the message or decision. Aspects of positive and negative framing include:
- Benefits: A positive frame emphasizes the benefits of a particular action/decision. Highlighting the potential positive outcomes can make a message more compelling. For example, a health campaign that emphasizes the benefits of exercise motives people to adopt healthier habits.
- Losses: A negative frame emphasizes the potential losses of risks associated with a particular action or decision. Highlighting the potential negative outcomes can also be effective. For example, an advertisement that emphasizes the risks of smoking can deter people from smoking.
Factors that influence framing effect
The framing effect is influenced by individual, situational, and cultural factors. Learn more about those three factors below.
Individual factors refer to characteristics that are specific to the individual receiving the message. This includes:
- Prior beliefs: One’s beliefs and attitudes can affect how one interprets and responds to a message. For example, if someone already believes in the importance of environmental conservation, he or she may be more receptive to a message about climate change.
- Cognitive biases: Individuals may have certain cognitive biases that affect how they perceive and process information. For example, confirmation bias leads people to selectively interpret information that confirms their existing beliefs.
- Emotions: Emotions can influence how we respond to a message. For example, a message that appeals to fear may be more effective if it elicits a strong emotional response.
Individual factors are the reason why individuals with higher levels of education tend to be less susceptible to the framing effect and, therefore, less likely to develop a framing bias.
Situational factors refer to contextual factors that influence how a message is received, which can impact how people respond to framed messages. This includes:
- Timing: The timing of a message can affect its impact. For example, a message about health and wellness may be more effective if it’s delivered in the morning when people are likely to be thinking about their daily routines.
- Framing context: The context in which a message is framed can also affect how it’s received. For example, a message about a product may be more effective if it’s presented as a solution to a problem rather than as a stand-alone feature.
- Audience engagement: The level of audience engagement can also influence the effectiveness of a message. For example, interactive messages that allow audience participation may be more effective than passive messages.
Cultural factors refer to values and beliefs shared by a particular group or society and shape how information is framed and perceived. This includes:
- Language and communication style: The language and communication style used in a message can affect how different cultures receive it. For example, a direct and to-the-point message may be more effective in some cultures, while an indirect message may be more effective in others.
- Cultural norms and values: Different cultures may have different norms and values that affect how they respond to specific messages. For example, a message emphasizing individualism may be more effective in cultures prioritizing individual freedoms and autonomy. In contrast, a message emphasizing collectivism may be more effective in cultures prioritizing group harmony and cooperation.
Can you overcome the framing effect?
Awareness of the framing effect and consciously considering alternative framing is a great way to overcome it.
For example, by using multiple frames to present information and providing context and additional information, you can reduce the impact of framing.
Additionally, it is crucial to be mindful of the potential biases that can lead to framing bias and work to overcome them.