1. Language: Misleading and Evasive Tactics

2. Framing Effects: Definition  A framing effect occurs when different, but logically equivalent, words or phrases cause individuals to alter their preference  Which sounds more appealing?  glass that is "half-full“  glass that is "half-empty”

3. Framing Effects: Consequences  Redescribing your options sometimes changes your choice.  In short, peoples’ preferences shift due to arbitrary changes in wording.

4. Framing Effects: Process Critical Thinking FACTS and EVIDENCE EVALUATE LOGICAL INFERENCES Conclusion

6. Framing Effects: Why a difference?  When framed as lives SAVED…  people are risk averse  so opt for sure savings of 200 lives  When framed as lives LOST…  people are risk seeking  so opt to take chance at saving everyone

8. Framing Effects: Applications  Self-esteem  You earned a B when your friends got a C  You earned a B when you friends got an A  Health  The Invisible Killer The Invisible Killer  Memory

9. Framing Effects: Applications  Morals  Trolley versus Footbridge  Other variations  Can you come up with a hypothesis?  How to test hypothesis?

10. Framing Effects: Applications  Emotions  Good – Emotions serve as critical rules of thumb when information is incomplete or too complex  Bad – Emotions can render decisions irrational, or can interfere with decision-making processes

11. Framing Effects: Applications  Economy  Imagine you are trying to sell a product. Are you better off presenting the customer with a bill that says $96, delivery included; or a price that says Groceries $88, Delivery $8?  Politics  Agenda setting - Framing issues shapes the way the public understands the causes of and the solutions to political events  How would you frame it if…

12. Framing Effects: What can we do about it?  Bad news - Even people with experience and expertise are not immune to framing effects  Good news - Framing effects can be reduced through detailed processing, such as providing a rationale for your choices

13. Extra-credit Opportunity  Watch any news program that has “pundits” from both sides of the political debate  Then describe: (1) What is the issue? (2) Which side of the issue is each pundit on? (3) What language does each pundit use? (4) How does that language favor their side?