Anchoring vs framing
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A first number pulls the estimate. A wording changes the choice.
Anchoring
Anchoring is the pull of the first number or fact you meet. Later figures are judged against it, even when the first figure was arbitrary or a deliberate high price. A relevant comparison breaks the pull.
A shop shows a kettle at £80, then a “reduced” one at £45. The £45 feels like a bargain even though similar kettles sell for £30.
Open the cardFraming
Framing changes a decision by changing the wording of the same facts. “90% survival” and “10% mortality” describe one risk. People often treat them as different risks because one wording highlights the gain and the other the loss.
The same operation is described to one group as “90% survival” and to another as “10% mortality.” The first group is more willing to choose it.
Open the cardHow to tell them apart
Anchoring is what a starting figure does to a later guess. The first number can be irrelevant and still tug the answer toward it.
Framing is what a description does to the same facts. Loss and gain, percentage and headcount, “lives saved” and “lives lost” can be one situation told two ways.
A price tag can be both: the number anchors, and the words “only” or “now reduced” frame. Ask which piece moved you. Reset the number, or restate the facts the other way up.
FAQ
What is Anchoring?
Anchoring is the pull of the first number or fact you meet. Later figures are judged against it, even when the first figure was arbitrary or a deliberate high price. A relevant comparison breaks the pull.
What is Framing?
Framing changes a decision by changing the wording of the same facts. “90% survival” and “10% mortality” describe one risk. People often treat them as different risks because one wording highlights the gain and the other the loss.
How do you tell Anchoring from Framing?
Anchoring is what a starting figure does to a later guess. The first number can be irrelevant and still tug the answer toward it.