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The treatment has a 90% chance of saving your life
Or
The treatment has a 10% chance of failure, resulting in death
2
Episode 23: Secrets of Psychology 6: Framing
3
✓ People build a series of mental filters through biological and cultural influences. They
use these filters to make sen...
4
✓ Framing is very powerful and it’s incredibly useful to know about and understand
✓ First slide - People respond very d...
5
✓ 80% lean meat or 20% fat meat?
✓ 5% risk of a sexual transmitted disease or 95% effective?
Which do you choose?
See Fu...
6
✓ The way a question is asked has a drastic outcome on the result
✓ Which parent is awarded custody of a child?
Influenc...
7
✓ What about if the question is asked in a different way?
✓ Which parent should be denied sole custody?
Influencing mind...
8
Framing with Anchoring
✓ Framing along with anchoring, (which is very similar to perceptual contrast) [see
video] is ano...
9
✓ 1.) Think about how your statements and questions are asked and set out
✓ 2.) What you mention regularly.
✓ 3.) How th...
9
✓ 1.) Think about how your statements and questions are asked and set out
✓ 2.) What you mention regularly.
✓ 3.) How th...
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Effect of Framing - Secrets of Psychology -part 6

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

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Transcript of "Effect of Framing - Secrets of Psychology -part 6"

  1. 1. 1 The treatment has a 90% chance of saving your life Or The treatment has a 10% chance of failure, resulting in death
  2. 2. 2 Episode 23: Secrets of Psychology 6: Framing
  3. 3. 3 ✓ 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
  4. 4. 4 ✓ 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?
  5. 5. 5 ✓ 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
  6. 6. 6 ✓ 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
  7. 7. 7 ✓ 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
  8. 8. 8 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.
  9. 9. 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
  10. 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
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