Kehysefektinä

Kehysefektinä, often translated as "frame effect" or "framing effect" in English, is a cognitive bias that describes how people decide on options based on whether the options are presented with positive or negative framing. For example, if a treatment has a 90% survival rate, people are more likely to choose it than if it has a 10% mortality rate, even though both statements convey the same statistical information. This phenomenon highlights how the way information is presented can significantly influence decision-making, even when the underlying facts remain unchanged.

The kehysefektinä has been extensively studied in psychology and behavioral economics. Researchers have demonstrated its influence in various contexts, including medical decisions, consumer choices, and political opinions. The effect operates because people tend to be risk-averse when options are framed positively (focusing on gains) and risk-seeking when options are framed negatively (focusing on losses). This difference in behavior is attributed to our psychological responses to perceived gains versus perceived losses.

Understanding the kehysefektinä is crucial for clear communication and for recognizing potential manipulation. In fields like marketing and public policy, the framing of information can be used to steer public opinion or consumer behavior. Awareness of this bias allows individuals to critically evaluate information and make more objective decisions, rather than being swayed solely by the presentation of choices. It underscores the importance of considering the source and the framing of information when forming judgments.