Framing effect

The framing effect is the same information leading to different decisions depending on how it is presented. As Daniel Kahneman and Amos Tversky showed, 'ninety percent success' and 'ten percent failure' describe the same fact but arouse different reactions in people. How we frame a situation quietly determines the response we give it. In coaching, this helps the client notice whether they see an event through a frame of loss or a frame of opportunity. Changing the frame often changes the options without changing the event.