This is a book about frames and framing effects. So, let’s start with some examples, to get a preliminary feel for what is at stake here. I will present five framing effects, without much by way of discussion or analysis. In each of these cases, people come to view a single outcome in very different ways, depending on how it is framed.

The first three cases are experimentally induced in a lab. They display the framing effects cleverly and very clearly, even though they are not the most celebrated cases of experimental framing effects such as the celebrated Asian disease paradigm, which we’ll look at in more detail in Chapter 2.