When choosing milk, do you prefer 5% fat or 95% fat free?
What if a doctor presented the risk from surgery as 90 % survive, versus 10% die? Same risk, different framing.
Whether people accept the surgery shouldn’t matter on how that identical risk is presented, right?
It turns out, how information and risks are presented in the positive or negative frame, even for identical risks, matters for decision making.
This episode unpacks the framing effect and proposes natural frequencies as a way to help communicate risk.
Framing and communicating risk – 90% survive vs 10% die
SafetyInsights.org 