Kehystämisvaikutus

Kehystämisvaikutus, often translated as framing effect, is a cognitive bias in psychology and behavioral economics. It describes how people react to a particular choice or information differently depending on how it is presented or "framed." The underlying facts or options remain the same, but the way they are described influences decision-making.

For example, medical treatments can be framed in terms of survival rates or mortality rates. A treatment described as having a 90% survival rate is often perceived more favorably than one described as having a 10% mortality rate, even though these statements convey the same statistical information. Similarly, products advertised with "95% fat-free" are generally more appealing than those described as having "5% fat."

The framing effect highlights that human judgment is not always based on pure logic and objective data. Instead, emotional responses, cognitive shortcuts, and the context in which information is presented play a significant role. This bias can be intentionally used in marketing, political communication, and public health campaigns to persuade audiences. Understanding the framing effect is crucial for critical thinking and for recognizing how language and presentation can shape perceptions and choices.