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We are reacting in different ways to a particular
choice depending on whether it is presented as a
loss or as a gain.
We tend to avoid risk when a positive frame is
presented (e.g save 200 lives > save 33%), but seek
risks when a negative frame is presented (e.g. 400
people will die < 33% chance no people will die).
Read more on Wikipedia.
The Framing Effect
11

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