The framing of decisions and the psychology of choice.

@article{Tversky1981TheFO,
  title={The framing of decisions and the psychology of choice.},
  author={Amos Tversky and Daniel Kahneman},
  journal={Science},
  year={1981},
  volume={211 4481},
  pages={
          453-8
        }
}
The psychological principles that govern the perception of decision problems and the evaluation of probabilities and outcomes produce predictable shifts of preference when the same problem is framed in different ways. Reversals of preference are demonstrated in choices regarding monetary outcomes, both hypothetical and real, and in questions pertaining to the loss of human lives. The effects of frames on preferences are compared to the effects of perspectives on perceptual appearance. The… 

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