Learn about the secrets of Psychology with the effect of framing. See WebPayload.com for full interactive video and notes

1. 1
The treatment has a 90% chance of saving your life
Or
The treatment has a 10% chance of failure, resulting in death

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Episode 23: Secrets of Psychology 6: Framing

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✓ People build a series of mental filters through biological and cultural influences. They
use these filters to make sense of the world. The choices they then make are influenced
by their creation of a frame.
Framing
✓ In English, that translates into the way we ask and make similar yet slightly
different statements can have a profound impact on the result.
See Full video at www.webpayload.com

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✓ Framing is very powerful and it’s incredibly useful to know about and understand
✓ First slide - People respond very differently to the initial statement
✓ Much hope is given to the first statement (90% chance of survival)
✓ Whilst the attention goes to death in the second statement
✓ The statements are effectively exactly the same thing but the way it’s worded or
“framed” is vital to its understanding and effect.
✓ If you were a doctor you would always say to a patient there is a X chance of living
not dying. Even if 50/50.
Life or Death?

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✓ 80% lean meat or 20% fat meat?
✓ 5% risk of a sexual transmitted disease or 95% effective?
Which do you choose?
See Full video at www.webpayload.com

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✓ The way a question is asked has a drastic outcome on the result
✓ Which parent is awarded custody of a child?
Influencing mindset
Parent A Parent B
✓ Average income
✓ Average health
✓ Reasonable rapport with child
✓ Average working hours
✓ Above Average income
✓ Extremely active social life
✓ Very close with child
✓ Lots of work related travel
See Full video at www.webpayload.com

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✓ What about if the question is asked in a different way?
✓ Which parent should be denied sole custody?
Influencing mindset
✓ Awarded? 64% say parent B
✓ Denied? 55% say parent B too
✓ By using “denied” - judge focuses on bad traits
✓ By using “award” - focuses on good traits
✓ All to do with how the question is framed

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Framing with Anchoring
✓ Framing along with anchoring, (which is very similar to perceptual contrast) [see
video] is another influencing technique.
✓ In a petrol station the way the attendant presents the difference between cash and
credit card payments affects our perception.
✓ If the cash price is a discount, then the credit card payment becomes the default. If
the credit card payment has a surcharge then the cash payment is seen as the default.
✓ Which is seen as more palatable? A discount or a surcharge? You feel better paying
with credit card hearing that you are NOT being charged a surcharge. (it’s default
and cash is discounted)
✓ Better still, if you pay by cash you know you are getting discount rather than paying
a surcharge as people are loss adverse.

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✓ 1.) Think about how your statements and questions are asked and set out
✓ 2.) What you mention regularly.
✓ 3.) How the options are described with their attributes.
So... On a website and in design?
See Full video at www.webpayload.com

10. 9
✓ 1.) Think about how your statements and questions are asked and set out
✓ 2.) What you mention regularly.
✓ 3.) How the options are described with their attributes.
So... On a website and in design?
See Full video at www.webpayload.com