Framing effect: n. the tendency for people to react differently to a single choice depending on whether it is presented as a loss or a gain (Plous, 1993)
Framing comprises the different ways a single choice can be presented, and it has been shown to have an effect on how people choose to react to the given situation.
In mass communication and politics, framing is often used as a debate tactic. Politicians will emphasize particular interpretations of topics, while ignoring others.
Framing plays a significant role in decision making. For example, if the camera you have found at one store costs $500, and you find out another store is selling it for $490 dollars, you are not likely to go all the way to the other store to buy the other camera. However, if you spot a $20 calculator at the store, which costs only $10 at another, you may very well go to the other store, even though the amount of money you would have saved on both purchases is the same.
In mass communication and politics, framing is often used as a debate tactic. Politicians will emphasize particular interpretations of topics, while ignoring others.
Framing plays a significant role in decision making. For example, if the camera you have found at one store costs $500, and you find out another store is selling it for $490 dollars, you are not likely to go all the way to the other store to buy the other camera. However, if you spot a $20 calculator at the store, which costs only $10 at another, you may very well go to the other store, even though the amount of money you would have saved on both purchases is the same.