Tversky and Kahneman (1986)
Framing is one cognitive bias that affects our ability to make a rational decision. Tversky and Kahneman's classic study shows that when options are framed in a positive way, we go for the surest positive outcome. When they are framed in a negative way, we go for the option that appears to present the least risk of loss. The concept of loss aversion is essential to any explanation of the framing effect. This study is...