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Framing effect 0:35
A 35-second explainer of Framing effect, narrated over the same demo you can try yourself.
Try the interactive Framing effect demo
What this video covers
The framing effect is how the same fact, described positively or negatively, lands differently - "90% fat-free" feels healthier than "10% fat" though they are the identical tub. We react to the spin as much as to the substance.
"90% fat-free" sounded like a health food; "contains 10% fat" sounded like a guilty pleasure - and the split bar underneath never moved. Same number, opposite feeling. Whoever chooses which half of the fact to lead with has already nudged your judgement before you've done any thinking.
