𝗙𝗿𝗮𝗺𝗶𝗻𝗴 - 𝗵𝗼𝘄 𝘆𝗼𝘂 𝗮𝘀𝗸 𝗶𝘀 𝗺𝗼𝗿𝗲 𝗶𝗺𝗽𝗼𝗿𝘁𝗮𝗻𝘁 𝘁𝗵𝗮𝗻 𝘄𝗵𝗮𝘁 𝘆𝗼𝘂 𝗮𝘀𝗸.

In 1974 Kahneman & Tversky ran a behavioural experiment that aimed to measure the effect of perceived risk on human decision-making.

Participants were asked to imagine an outbreak of a fatal disease that will kill six hundred people. However, there were 2 pairs of proposed programmes that would mitigate this. The participants simply had to choose the programme they felt gave the best outcome.

Programme 1 result: 200 people will be saved
Programme 2 result: A 33% probability that all people will be saved and a 67% probability that everybody will die.

𝟳𝟮% 𝗼𝗳 𝗽𝗮𝗿𝘁𝗶𝗰𝗶𝗽𝗮𝗻𝘁𝘀 𝗰𝗵𝗼𝘀𝗲 𝗣𝗿𝗼𝗴𝗿𝗮𝗺𝗺𝗲 𝟭.

Programme 1A result: 400 people won’t be saved.
Programme 2A result: A 33% probability that everyone will be saved and a 67% probability that 600 people will die.

𝟳𝟴% 𝗼𝗳 𝗽𝗮𝗿𝘁𝗶𝗰𝗶𝗽𝗮𝗻𝘁𝘀 𝗰𝗵𝗼𝘀𝗲 𝗣𝗿𝗼𝗴𝗿𝗮𝗺𝗺𝗲 𝟮𝗔

Yet the outcome of 1 = 1A, and 2 = 2A, so the wording of the proposal (the Framing) caused a 50% swing to the opposite result.

When used consciously and skilfully, this principle has a significant impact for anyone managing people, due to the clarity and precision it brings to communications. Perhaps more controversially, it creates huge opportunities for sales and marketing professionals.

The power of simple psychological principles like this is immense.