framing effect
[/ˈfreɪmɪŋ ɪˈfɛkt/]
nounpl: framing effects
efeito de enquadramento
1. A cognitive bias in which people react differently to a choice depending on how it is presented or 'framed,' either in terms of potential gains or potential losses.
The framing effect demonstrates that people are more likely to take risks when a situation is presented as a loss rather than as a gain.
O efeito de enquadramento demonstra que as pessoas são mais propensas a correr riscos quando uma situação é apresentada como uma perda em vez de um ganho.
2. A psychological phenomenon where the presentation of identical information in different ways leads to different decisions or judgments from individuals.
In marketing, the framing effect is used to influence consumer behavior by presenting products in a positive light.
No marketing, o efeito de enquadramento é usado para influenciar o comportamento do consumidor apresentando produtos sob uma luz positiva.
The framing effect is a well-established concept in behavioral economics and psychology, widely taught in business schools and used in marketing and policy-making in both Brazil and the USA. Understanding this effect is crucial for professionals in advertising, public health communication, and political campaigns. The term gained prominence after Daniel Kahneman and Amos Tversky's research on prospect theory in the 1970s-1980s.
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