Framing bias

This is another concern for decision-makers. 

Framing bias refers to the tendency of decision-makers to be influenced by the way that a situation or problem is presented.

For example, when making a purchase, customers find it easier to let go of a discount as opposed to accepting a surcharge, even though they both might cost the person the same amount of money. Similarly, customers tend to prefer a statement such as “85% lean beef” as opposed to “15% fat.”

t is important to be aware of this tendency because depending on how a problem is presented to us, we might choose an alternative that is disadvantageous simply because of the way it is framed.