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Framing effect

Description

A cognitive bias where people decide on options based on whether the options are presented with positive or negative connotations; e.g. as a loss or as a gain.

Example 1:

A product advertised as "90% fat-free" is perceived more positively than one advertised as "contains 10% fat," even though they describe the same product.

Example 2:

Presenting a surgical procedure as having a "90% success rate" is perceived more favorably than one with a "10% failure rate," influencing a patient's (or in a business context, a stakeholder's) decision.