What are you not telling me?

In the above image, which ice cream will you choose? Chances are, the second one. Even though both options are the same.

This is a common example of framing. It is a cognitive bias where you're influenced by how information is presented to you. (Rather than the actual information). Believe it or not, we can see this all around us.

And if we're not aware of it, we can make bad decisions. Some common examples:

Why this happens

Our brain loves shortcuts. When presented with information, we rarely cross- check it. We like things which comfort us. We like to avoid negativity. So when we're presented with information on positive features, we like it.

I've written more about it in these posts.

• Loss aversion.

• Availability heuristic.

But why should you know about this?

• Better life decisions.

The forces of society are out to influence us in all ways - for their benefit. When we’re aware of framing and how it is used, we make better life decisions. Be it food choices, deciding where to live or what to buy, this knowledge will help you make better life decisions.

• Better financial decisions.

The next time your financial advisor comes to you with a brand new plan, you can evaluate it critically. Do you really need it? What is the plan about? What are the risks? When you know about framing, you learn how to think critically.

Types

• Attribute framing.

  You want to buy a disinfectant. Would you rather buy the first product or the second one? This is a classic example of attribute framing. You focus on the attribute / feature that the customer should focus on (rather than the actual risk).

• Gain and loss frames.

  Suppose there is a new vaccine and the government wants people to take it. Consider these 2 messages:

If the first message is used, majority of the people will take the vaccine. If the second one is used, no one will take it.

• Goal framing.

  Here, the message is varied to motivate an action / behaviour. e.g. consider this message:

  " When people get regular health check ups, they will get to know of any medical conditions early ".

  This can be presented in two ways:

The information is the same. But more people will get medical check ups when they're exposed to the second option.

How to use this in your daily life:

1. Get advice from experts.

   Don't believe what all advertisements say. For things that matter, always speak to an expert. These days all information is available at the click of a button. While this can be an entry point to educate us, trust the experts for the important stuff :

   • Health

   • Wealth

   • Wellness

2. Reconsider your choices.

   If a product is advertised as 20% off, look for the same product from different suppliers. Are there better products / deals?

3. Look beyond the frame.

   Does the information presented show a part of the picture? What about the rest of the information?

4. Reframe.

   This is an effective way to look at the information. e.g. if some product is 80% fat free, it means 20% of fat remains. Is this good for you?

5. Test with a negative frame

   e.g. a medication has a 70% success rate. Why is there a 30% failure rate? How does this compare with a competitor's medication?

I hope this powerful concept helps you in your personal and professional life. Share with someone who will benefit.

Further reading:

• Framing effect: what it is and examples.

• 15 framing effect examples.