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Psychology

Framing Effects on Public Opinion and Policy Support

Quick fact

Framing effects are so powerful that people can change their preferences between two identical options simply by changing the wording from 'lives saved' to 'lives lost'—even when the numbers are exactly the same.

Why this is interesting

Imagine reading a headline that says 'A new drug saves 90% of patients' versus 'A new drug kills 10% of patients.' The facts are identical, yet public reaction is completely different. How can the same information lead to such different opinions?