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The framing effect is an example of cognitive bias, in which people react to a particular choice in different ways depending on how it is presented; e.g. as a loss or as a gain. People tend to avoid risk when a positive frame is presented but seek risks when a negative frame is presented. Gain and loss are defined in the scenario as descriptions of outcomes (e.g. lives lost or saved, disease patients treated and not treated, lives saved and lost during accidents, etc.). Prospect theory shows that a loss is more significant than the equivalent gain,〔 that a sure gain (certainty effect and pseudocertainty effect) is favored over a probabilistic gain, and that a probabilistic loss is preferred to a definite loss.〔 One of the dangers of framing effects is that people are often provided with options within the context of only one of the two frames. The concept helps to develop an understanding of frame analysis within social movements, and also in the formation of political opinion where spin plays a large role in political opinion polls that are framed to encourage a response beneficial to the organization that has commissioned the poll. It has been suggested that the use of the technique is discrediting political polls themselves. The effect reduces, or even eliminates, if ample, credible information is provided to people.〔 ==Research== Amos Tversky and Daniel Kahneman explored how different phrasing affected participants' responses to a choice in a hypothetical life and death situation in 1981.〔 Participants were asked to choose between two treatments for 600 people affected by a deadly disease. Treatment A was predicted to result in 400 deaths, whereas treatment B had a 33% chance that no one would die but a 66% chance that everyone would die. This choice was then presented to participants either with positive framing, i.e. how many people would live, or with negative framing, i.e. how many people would die. Treatment A was chosen by 72% of participants when it was presented with positive framing ("saves 200 lives") dropping to only 22% when the same choice was presented with negative framing ("400 people will die"). This effect has been shown in other contexts: *93% of PhD students registered early when a penalty fee for late registration was emphasized, with only 67% doing so when this was presented as a discount for earlier registration. * 62% of people disagreed with allowing "public condemnation of democracy", but only 46% of people agreed that it was right to "forbid public condemnation of democracy".〔Rugg, as cited in 〕 *More people will support an economic policy if the employment rate is emphasised than when the associated unemployment rates is highlighted.〔 *It has been argued that pretrial detention may increase a defendant's willingness to accept a plea bargain, since imprisonment, rather than freedom, will be his baseline, and pleading guilty will be viewed as an event that will cause his earlier release rather than as an event that will put him in prison. 抄文引用元・出典: フリー百科事典『 ウィキペディア（Wikipedia）』 ■ウィキペディアで「Framing effect (psychology)」の詳細全文を読む スポンサード リンク
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