Behavioural Economics Primer: Framing
Behavioural economics
This article is part of Warc's Behavioural Economics Primer.
Our decisions and preferences are affected by how information is presented to us. How something is framed, or presented, can make different features more or less front of mind and alter decision-making and behaviour.
This is true even if it's the same information. For example, framing something as a loss can affect people's behaviour. One study showed 93% of PhD students registered early when a penalty fee for late registration was emphasised – framing it as a...