In a study, participants were presented with two equivalent descriptions of the same treatment for 600 people, but one was positively framed and the other was negatively framed.
72% of the participants chose it when told that, although risky, it would save 200 lives out of 600.
22% of the participants chose it when told that despite the treatment, 400 people would die out of 600.
The same information presented in a different way can change our judgement and consequently, our behavior.
See the full study here :
Amos Tversky, Daniel Kahneman, The Framing of Decisions and the Psychology of Choice.Science211,453-458(1981).DOI:10.1126/science.7455683
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