FRAMING EFFECT People react to choices differently depending on how they are presented. DANIEL KAHNEMAN (b. 1934) Psychologist AMOS TVERSKY (b. 1937-1996) Psychologist 1979 (Tversky & Kahneman): “Prospect theory”. People make decisions based on the potential value of losses and gains rather than the final outcome. 1997 (Rothman & Salovey): Loss-framed messages are more persuasive for risky behaviours and gain- framed messages are more persuasive for low risk behaviours.

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