Spot it
Framing
Also called gain vs loss, spin, labels
The same facts feel different depending on the words and the angle chosen.
Facts never arrive bare. 'Lean' versus 'fat', 'save' versus 'lose', 'queue' versus 'mob' all describe one reality but steer what you feel. In the classic 'disease problem', people preferred a sure option framed as lives saved but a gamble when the same numbers were framed as deaths. Framing isn't lying, which is why it works so well and why every outlet, ad and brand uses it.
What the research says
Well supported
- Tversky & Kahneman (1981). Science 211(4481), 453–458Well supported
Well supported
- Levin & Gaeth (1988). Journal of Consumer Research 15(3), 374–378Beef labelled '75% lean' rated better than '25% fat'; the gap shrank after tasting.
Where you'll see it
- '75% lean' vs '25% fat'
- '90% survival' vs '10% mortality'
- Word choice for the same queue or launch
- 'Upgrade' vs 'price rise'
- 'Fees' vs 'investment'
Your defence
Flip it: say the same fact the opposite way and see if your feeling changes.