Congratulations, you’re about to get brain surgery. You walk in to your doctor's office to sign the paperwork giving the hospital permission to do the procedure. The doctor tells you there are two surgeries, and you must now pick the one you want. Surgery A has a 10% chance of complications, and Surgery B has a 90% chance of success.

Which surgery did you choose?

This simple example illustrates the “framing effect”, a form of cognitive bias where the choices people make can be influenced more by how the options are presented (negative or positive connotations) than by rational or logical reasoning. Even when the underlying information of a scenario is the same, people are likely to select options which they perceive more positively. In the case of the surgery example, respondents are most likely to pick Surgery B because it is framed positively, even though the surgeries have identical outcomes.

How can understanding framing benefit you?

If we go back to Plato’s cave allegory (which I encourage you to read if you haven’t yet) and understand that our perception of reality is shaped by external factors, then by understanding and being aware of the “framing effect” we will be better equipped to make informed decisions not based on how information is framed for us, but instead on the underlying information itself.

It may also help us become better communicators. By being aware of how different frames can influence how information is perceived, we can choose the most effective way to present information to others to achieve our intended outcome. Are you trying to persuade someone to take action? Do you have a new idea you’re trying to convince others to try? Would you like to present information to multiple groups with multiple perspectives and be able to build consensus and increase the chances of achieving a shared goal? Well, use framing!

How can framing harm you?

And, of course, if we believe we can influence others by framing, then certainly others likely have come to the same conclusion to influence our behavior. Advertisers, politicians, and others use framing techniques to shape our perceptions and influence our choices. By understanding the framing effect, we can become more resistant to these influences and make choices that are in our best interest. The framing effect has consistently been shown to be one of the largest biases in decision-making and has been shown to increase with age.

For example, the charts below from Pew Research show favorability for solar panel farms and wind turbine farms. The first few years show naturally a political divide, but one which held pretty constant until 2020 when support of solar and wind substantially dropped off among Republicans while favorability from Democrats remained more or less unchanged. What might’ve caused a sudden change in perception? The underlying technology didn’t change in these years; certainly not in a negative way.

Politicians and interest groups aren’t the only ones having fun manipulating your mind. The spin masters from the wonderful tobacco industry have a long history of using framing effect and other advertising tactics to promote their products. Tobacco companies have used positive framing by presenting their products as sophisticated and glamorous, associating smoking with images of wealth, power, and sex appeal.

Advertisers, marketers, politicians, and the like make use of several framing techniques to quickly and effectively take advantage of how your brain processes information:

• Positive framing: “Keeps your clothes bright” for laundry detergent creating a favorable impression.

• Negative framing: “don’t risk cavities” for toothpaste to create a sense of urgency.

• Choice framing: presenting an item's attributes, like those found on a “value meal” at a fast-food chain, to make items seem like a good deal.

• Social framing: this creates a sense of belonging or identify, like a group of friends enjoying a particular beer brand together, perhaps the “king of beers”, even though the aftertaste is closer to a rancid La Croix sparkling water than to anything kings would drink.

The narrator in our minds is also quite capable of using self-imposed framing effect. How we choose to frame our experiences, thoughts, and our behaviors impacts our psychological attitudes. Those with low self-esteem or a negative self-image are likely to frame things in a way which reinforces those beliefs. Likely focusing on failures, shortcomings, things that went wrong, and ignoring or downplaying their successes. While those with a more positive outlook or growth mindset might frame their experience in a more positive manner. Setbacks and challenges are opportunities for growth and learning. These individuals might focus on their strengths, and achievements, and can build their self-confidence and resilience.

How is the framing effect able to trick the brain?

The framing effect is driven by multiple cognitive processes, including heuristics and emotions.

Heuristics are mental shortcuts or techniques that help people (organizations, animals, and even machines too) make quick decisions and judgments. These shortcuts aren’t always guaranteed to lead to optimal, perfect, or even rational results – they are just fine for quick approximations. A sort of “good enough” because the brain just wants to get decisions done and move on to the next task. But they can also lead to biases, especially when the available information people rely on to make decisions is presented with a bias.

It’s likely no surprise that emotions play a factor in our perception of choice. Advertisers use emotional appeals in their messages. Perhaps to create a positive association with a product and evoke emotions. For instance, the U.S. Army with its “Be All You Can Be” commercials feature personnel giving emotional appeals about challenging oneself and being part of something, but of course, there’s no footage showing the trauma of war because effective use of framing effect for marketing (propaganda) often relies on leaving out the negative bits.

When we experience emotions, the limbic system, the control center for conscious and subconscious functions, releases neurotransmitters such as dopamine, serotonin, and norepinephrine, which can affect our thoughts, feelings, and behaviors. These emotional processes can occur at the subconscious level, meaning they are involuntary, and we may not even be aware of the influence that our emotions are having on our decisions.

Here are 5 habits to build a defense against the framing effect

1. Become aware of the framing effect: Recognize that the way information is presented can influence your perceptions and decisions – especially emotional appeals. Try to identify when someone is using framing to influence you and consider how it may be influencing your judgment.

2. Seeking alternative perspectives and information: Search for sources of information that present a balanced view of the topic, rather than just one side. This can help you to make a more informed decision.

3. Using critical thinking and logical reasoning: This involves questioning assumptions, evaluating evidence, and considering multiple perspectives. By using these skills, you can make a more rational and informed decision, rather than being swayed by emotional appeals.

4. Seeking feedback and advice from others: By seeking the opinions of others, you can get a broader perspective on the issue and consider alternative viewpoints. This can help you to make a more informed decision.

5. Challenging negative self-talk: When you notice negative self-talk, try to reframe the situation in a more positive light. Focus on your strengths and accomplishments, rather than your perceived weaknesses. This can help you to build a more positive self-image.