What is 'framing effect'?

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The framing effect, one of the cognitive biases, describes that presenting the same option in different formats can alter people's decisions. Specifically, individuals have a tendency to select inconsistent choices, depending on whether the question is framed to concentrate on losses or gains

Plous, Scott (1993). The psychology of judgment and decision making. McGraw-Hill. ISBN 978-0-07-050477-6.

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